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

01. 05. 2023 Internet Conference 2015 2

LOREM IPSUM

ADVERTISING

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

01. 05. 2023 Internet Conference 2015 3

LOREM IPSUM

ADVERTISING

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.

01. 05. 2023 Internet Conference 2015 4

LOREM IPSUM

ADVERTISING

IS THERE A NEED FOR RS

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

reaching relevant people (user experience)

01. 05. 2023 Internet Conference 2015 5

LOREM IPSUM

ADVERTISING

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

01. 05. 2023 Internet Conference 2015 6

LOREM IPSUM

ADVERTISING

POSITIVE FEEDBACK

01. 05. 2023 Internet Conference 2015 7

LOREM IPSUM

ADVERTISING

NEGATIVE FEEDBACK

01. 05. 2023 Internet Conference 2015 8

LOREM IPSUM

ADVERTISING

IMPROVING RELEVANCE SCORE

High relevance score & high CTR go hand in hand.

01. 05. 2023 Internet Conference 2015 9

LOREM IPSUM

ADVERTISING

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

01. 05. 2023 Internet Conference 2015 10

LOREM IPSUM

ADVERTISING

RELEVANT ADS – structure

01. 05. 2023 Internet Conference 2015 11

LOREM IPSUM

ADVERTISING

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

01. 05. 2023 Internet Conference 2015 12

LOREM IPSUM

ADVERTISING

THANK YOU!