Do you enjoy spending a lot of money on Facebook ads that only drive negative engagement and no social proof? Most likely not.
However, do you know why this happens? The answer is simple, just because you are running Facebook ads that have a low relevance score.
As Facebook is looking for the methods to improve the quality of ads that are shown on users’ newsfeeds, so it has created the indicator called relevance score, which helps to evaluate the overall quality of each ad that is presented to an audience.
If you want to understand how to increase your Facebook ads’ relevance score, then you are at the right place.
However, before I review 6 ways to quickly and significantly raise your Facebook ads’ relevance score, let’s discuss exactly what the relevance score is and which factors make impact on the relevance score.
What is the Facebook ads’ relevance score?
Facebook understands that no one will like always receive advertisements for products or services that they have no interest in and that seem non-relevant to them. In this case, every ad on Facebook is scored from 1 to 10 to demonstrate how well it is being received by a target audience.
The more relevant your Facebook advertisement is to the interests and needs of your target audience, the higher relevance score your ad will get.
Each Facebook ad receives a relevance score, once it has generated 500 impressions.
Actually, ad relevance score is a crucial factor for your advertising success on Facebook. An advertisement with a low relevance score is never going to be shown to the amount of people that an advertisement with a high relevance score would. Consequently, just boosting your bid isn’t the right log-term strategy for increasing impressions.
Ads with a low relevance score (1-3) will not provide you with wonderful results, so don’t expect to see high impressions. Moreover, these ads will require higher bids.
However, ads with a high relevance score (8-10) can give you a really good CPA (cost-per-action) and large number of impressions.
What influences Facebook ads’ relevance score?
In order to improve your Facebook ads’ relevance score, you need to understand what factors are used to determine this score.
Actually, there are 3 important indicators that are taken into consideration while measuring relevance of your advertisements.
- Ad content. What keywords your ad includes? Do they match with your target audience wants? In other words, you task is to create an ad, which perfectly aligns with interests of your audience.
- Ad performance. Do people click on your ad? Does your ad evoke interest and induce to take particular actions? It means that your ad should grab users’ attention and encourage them to take a specific action, such as visit your website, subscribe for a newsletter, install an app and etc.
- Users’ feedback. While determining the relevance score, Facebook algorithm calculates a positive and negative feedback which your ads receive from your target audience.
Positive feedback is when audience takes your ad’s desired action. For instance, if your ad campaign’s goal, or in other words, desired action is to receive website clicks, then the higher number of your website’s clicks will generate more positive feedback and boost your ad’s relevance score.
Negative feedback means situations when your ad is being reported or hidden by users. Why audience is acting like this? Just because an advertisement seems non-relevant or annoying to them. Consequently, this makes your ad’s relevance score lower.
However, if you upload the Facebook ad that is relevant to your target audience’s interests and encourages them to take actions, it undoubtedly should boost your Facebook ad’s relevance score and decrease its’ cost.
How to improve your Facebook ads’ relevance score?
1. Know your audience and be specific with your targeting
In order to target the right users, first of all, you need to know your audience well and after that start applying particular targeting. If you have never performed the audience’s research, now it is time to begin doing it.
As Facebook Insights provide you with an opportunity to review your ads’ interactions, so use this feature in order to see what type of users, according to demographic data has been interested in and already engaged with your ads’ posts.
Once you will receive all demographic information about the audience, you will be able to create buyer personas and understand who, exactly, your ads should be targeting.
Therefore, keeping in mind your buyer personas produce attractive ads that will speak to your audience’s needs, wants and biggest concerns. Only when you will communicate (using your Facebook ads) in a way which aligns with your audience, your advertisements will be meaningful and, consequently, generate the higher relevance score.
2. Apply split testing to refresh your ad
Another option which should help to raise your Facebook ads’ relevance score is to split test ads. Actually, split testing, in other words, A/B testing is considered as an easy and powerful way to optimize your ads’ relevance score.
What split testing an ad means? It is an action when you test two different versions of an advertisement in order to see which one is better.
While split testing two your ads, social media experts advise to show the same ad to two different audiences and see which audience liked the ad more. However, you can use another suggestion of split testing. It is to display two different ads to the same audience and see which ad will appeal more to the audience.
Once your ads have been running for a while, you may choose to test the advertisement which gives the better results with your new ad or you may leave that better performing ad.
However, keep in mind that your audience can get tired of seeing the same ad on their Facebook newsfeeds, correspondingly, your ad’s relevance score will more likely start to decline.
So, if you notice that relevance score is becoming lower, refresh your ad. In this way, create and test another two different ads, run the one to which your audience responded more positively.
3. Write a catchy headline
Inserting relevant and engaging headlines is considered as a useful strategy in advertising.
Actually, the success of any ad depends highly on the headline. Although you are running a great Facebook advertisement, however, if your headline isn’t catching audience’s attention, it means that a small amount of users will see your full ad because audience isn’t interested enough.
Therefore, if you have already noticed that your ad’s engagement level is decreasing and, consequently, relevance score also is declining, then one of your first tasks should be to create an enticing headline of your ad.
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4. Use high-quality images
It is needless to say that well designed, bright images will induce your audience to stop scrolling their newsfeeds and click on your ad. In other words, a picture of your ad plays a crucial role in how long your audience will be focused on your ad.
So, make sure that images which you use for your Facebook ads are of a high quality, display what exactly you are trying to tell with your ad and are relevant to your audience. Only then you will be able to catch users’ attention, encourage them to act and, correspondingly, improve your Facebook ads’ relevance score.
5. Use clear call-to-action and create sense of urgency
The stronger engagement of your audience is, the higher relevance score your Facebook ads generate. What is more, the best type of engagement is when users are actively clicking through your ad.
In order to encourage audience to take this action, it is advised to include the call-to-action buttons. This tactic will help you to tell the audience that exactly you want from them, in this case, click on your advertisement. However, don’t forget to provide your audience with a unique value which they receive, if they click.
Furthermore, as your goal is to prompt to take a particular, immediate action, so evoke a sense of urgency adding the phrases, like “hurry up”, “limited time”, “only today” and etc. These words will make your audience feel excited, think that your ad is available only for a short period of time and as a result induce to take actions.
Once your audience clearly understands what you want them to do and feels the necessity, then they will be more likely to take actions. In this way, engagement level will begin to grow and increase your Facebook ads’ relevance score.
6. Limit ad image text
Facebook has the rule that marketers shouldn’t use their ad pictures which contain more than 20% of text. Although, Facebook will let you using this type of images, however, it will reduce your reach of audience.
You don’t need to guess how much of text is on your ad images. Why? Just because if you Facebook advertisement photo has more than 20% of text, then you will be warning by a special message.
Overall, if it seems tempting and you want to include text on your ad image, it is advised to add only several short phrases. In this case, it will not limit reach which will not negatively influence on an amount of positive feedback your Facebook ad receives from users and, consequently, ad’s relevance score will remain high.
Wrapping everything up, when it comes to Facebook ads’ relevance score, engagement is considered as the most crucial factor. Audience is more likely to engage with your ad and provide a positive feedback when advertisement seems relevant to them.
These 6 simple but effective strategies should help you to raise the relevance score of your Facebook ads. However, notice that first of all, these tips focus on increasing audience’s engagement which then improves the relevance score.
So, pay more attention to your Facebook ads’ relevance score and you will increase chances for your ad campaigns to perform more successfully.
If you still have any questions related to this topic, feel free to drop a line in the comments section below!