How do you increase the relevance of your Facebook advertisement?
The relevance score of your Facebook advertisement is low, what now?
Four tips to get your Facebook relevance score up.
Facebook advertising is popular. And necessary, in view of the ever-increasing decline in organic reach, under the influence of Facebook’s algorithm. As more and more companies advertise, the importance of good ads is increasing. Ads that do not disturb the experience of the scrolling Facebooker. On the contrary, strengthen them so that he or she takes a certain action. Think of responding, sharing or clicking on the “more information” button.
Proper advertising requires your attention. Including for the statistics of your Facebook advertisement. What is the range and how many clicks? This is often the first to be looked at. But there’s more. Take the relevance score. The relevance of your advertisement also determines how your campaign will perform. But what if that relevance score is too low?
Facebook’s Relevance score: what is it?
The relevance score indicates to what extent your advertisement is relevant to the chosen target group. An advertisement with a high level of engagement scores higher. That is why an advertisement must prompt a response from the target group to whom you are showing your campaign.
An advertisement must have a relevance score of 7 or more, as the basis for a successful campaign. However, it can happen that an advertisement has a lower relevance score – according to Facebook – and does perform well. Despite the low score, you receive applications or opt-ins (depending on the goal set). You should therefore always weigh that against each other when viewing your campaign data:
Is the relevance score 7 or higher? What is the performance of the campaign?
In this anonymous image you can see that a relevance score of 7 or higher can give various results. The advertisement with an 8 performs best in this example. Highest range and most link clicks. The 3 advertisements with a relevance score of 7 show varying scores. It is therefore always important to look further than just the relevance score. This is because 3 different target groups are targeted here. In this example you see that an advertisement with a score of 6 also gives good results in terms of Link Clicks.
How specific is the targeting target group?
Targeting is the target group at the basis of each campaign. The better (more specific or warmer) the targeting is, the higher the relevance score. When you use phased targeting, you preferably start in the SEE phase with Lookalike Audiences (comparable target groups), such as:
People who look like your current customer base
People resemble people who show engagement with your page, messages and previous ads
People who look like visitors to certain website pages
To be able to create these Lookalike Audiences, you must install the Facebook Pixel on your website. This is a piece of code that communicates with Facebook and provides you with valuable data to adjust and analyze campaigns. You can find more information about this on the Facebook Business help page.
Tip: Do you currently have a campaign that focuses on obtaining leads in the form of (among other things) e-mail addresses? These are “warm data”, because these people have recently indicated that they find your offer valuable. Do something with this! How? Turn these e-mail addresses (where possible supplemented with more obtained data) into a new Lookalike Audience.
Do you have too little data?
If you have insufficient data, you can choose to target by interest, behavior or functions. This is based on an extensive persona description. Make sure you make this target group as specific as possible!
In many cases this choice gives a lower relevance score than a chosen Lookalike Audience. However, such a campaign can deliver excellent performance. So don’t base your judgment solely on the relevance score.
Relevance score Facebook Ads
If an ad has a low relevance score, is this ad incorrect? No, on the contrary! There were 16 page likes added, 12 comments, the message was shared 6 times and there were 27 comments. Always look beyond the relevance score and above all keep a sharp eye on the goals.
Do you have to ignore the relevance score?
No definitely not. Ultimately, this determines how your advertising money is spent. And you have to be smart with that. You are not waiting to burn money. What do I recommend if the relevance score is low and you still see good results?
Four handy tips
Add the text of your advertisement and improve it, viewed from the target group: do you show pain & gain? Is it clear what you will achieve or get when you click on the advertisement? Is the text appealing enough and written in the language of the target group?
The image or video also deserves extra attention: if there is text on the image, can it also go away? It is advisable to test this in any case. In addition, you have to look critically at whether the image you are showing immediately attracts attention and evokes emotion. Stand out in the busy timelines. That can be in image, color, rotation of the image, or whether or not to use text in the image.
Video works well in the SEE phase. But not every video! Is the video immediately clear? Do I know what the video is about within 3 seconds and can I see the line, the hook or the plot before the 10th second expires?
And of course you also have to look at the landing page, when your ad has website traffic as its goal. Where do you send the ad clicks? Is that a blog or other informative medium? Is it a download or opt-in page? Is it an application form? Be careful not to go too fast and choose the landing that matches the phase your target group is in.
You see, you must keep a sharp eye on a campaign. Use the available data, but don’t go blind. It remains human work!
Update: March 2019
It has recently been announced that Facebook relevance score, as we know it, will soon disappear. That’s why Hubspot comes up with the best Facebook advertising metrics to focus on from 2019 when you want to be sure that you are using Facebook ads effectively.
Source: Social Marketing Doctors