In an effort to continually enhance the ad experience for users, this past week Facebook announced it would begin showing a ‘relevance score’. The relevance score is calculated based on users’ positive and negative feedback to an ad. Interactions considered to be positive feedback to an ad will vary but may include indicators such as clicks, conversions or video views. Negative feedback includes actions like hiding or reporting an ad. Based on feedback, ads are ranked on a scale of 1 to 10, with a 10 indicating the highest relevance.
In a nutshell, here’s what Marketers need to know:
1) Opens up A/B Testing: Brands and agencies will now be able to determine ad relevancy to their target audience using sample population of 500 views to participate in A/B testing. Advertisers will now be able to predetermine the best potential audience and creative assets before spending a significant portion of their budget.
2) Optimization Made Easy: The relevance score will help advertisers easily measure ads against one another. Giving Advertisers the ability to determine ad success and creative performance, to allocate funds accordingly.
3) Helps Cost Efficiency: By looking at relevancy scores and pairing with the appropriate amount of spend, marketers will be able to reduce costs and increase efficiency.
One thing to note is that the relevancy score is not meant to replace key success metrics, but rather to provide more effective criteria for evaluating the creative to drive measured success.