Saturday, February 14, 2015

Facebook Ads Adds Relevance Score

This week Facebook added relevance scores to its advertising reports, intended to give companies feedback on expected engagement. Similar to what we learned about search marketing, a high relevance score also lowers the price of ad delivery, or may offset a low bid. In Facebook's words:

Relevance score is calculated based on the positive and negative feedback we expect an ad to receive from its target audience. The more positive interactions we expect an ad to receive, the higher the ad's relevance score will be. (Positive indicators vary depending on the ad's objective, but may include video views, conversion, etc.) The more times we expect people to hide or report an ad, the lower its score will be.
Ads receive a relevant score between 1 and 10, with 10 being the highest. The score is updated as people interact and provide feedback on the ad. Ads with guaranteed delivery - like those bought through reach and frequency - are not impacted by relevance score. Relevance score has a smaller impact on cost and delivery in brand awareness campaigns, since those ads are optimized for reaching people, rather than driving a specific action like installs.
The relevance score is available in the Ads Manager tab of Facebook's ad reporting. They pointed out that the relevance score can be helpful in deciding when content needs to be refreshed or replaced, or may be useful in predicting how a new audience would help you meet a certain action-driven objective.

No comments: