nailing the facebook relevance score

NAILING THE FACEBOOK RELEVANCE SCORE

DAMJAN AVSEC, Internet SI team

Leading multi-chanel e-commerce and direct to consumer platform in Central & Eastern Europe, with a vertically-integrated network reaching more than 400m

cosumers across 21 countries.

September 2015

INTERNET CONFERENCE 2015

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WHAT DO WE KNOW ABOUT IT• Rolled out to the interface this year • It’s scaled from 1 to 10• Relevance score is calculated on advert level• Ads with guaranteed delivery aren’t affected by

relevance score• AD must receive min 500 impressions before

the score is calculated & served

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WHAT IS RELEVANCE SCORE?A metric which measures your Facebook AD effectiveness. The relevance score effects your AD delivery and the cost you pay for your campaigns.

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IS THERE A NEED FOR RS

• Signal if something is wrong• Informed decisions• Relevant ads are

reaching relevant people (user experience)

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RELEVANCE SCORE SIGNALS

Facebook will use feedback from ad target audience to determine relevance score on a scale of 1 – 10. The score is updated in real-time as users interact. (different scores each day)• positive FEEDBACK

• negative FEEDBACK

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POSITIVE FEEDBACK

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NEGATIVE FEEDBACK

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IMPROVING RELEVANCE SCORE

High relevance score & high CTR go hand in hand.

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RELEVANT ADS – structure• Image and copy resonate well with your

audience• Ad copy is in-line with the offer on your landing

page• Ad copy includes clear call to action• Careful with amount of text on image• Be concise with pictograms• Refresh ads

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RELEVANT ADS – structure

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RELEVANT ADS – targeting

• Include specific target groups (segment and segment even more)

• Make good use of custom audience• Make good use of lookalike audience• Import e-mail lists• Don’t forget to exclude audience• Avoid high frequency when necessary

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THANK YOU!