Facebook to tell brands how relevant their ads are.

Updated: Mar 3, 2020

Facebook has introduced a new metric to its ad reporting tools to let brands know how relevant their ads are, replacing the single relevance score.

The new scoring is part of the social network's strategy to show its users more relevant ads. The relevance score will be based on Facebook users’ reaction to ads, taking into account indicators such as video views and conversions and will focus on three core areas;

  • Quality ranking: how an ad’s perceived quality compared with that of ads competing for the same audience.

  • Engagement rate ranking: how the ad’s expected engagement rate compared with that of ads competing for the same audience.

  • Conversion rate ranking: how an ad’s expected conversion rate compared with that of ads that the same optimisation goal and competed for the same audience.

Advertisements will receive a relevance score of between one and 10, with 10 being the highest.

The aim of these changes is to help you understand whether your creative and targeting strategy is working. They will also help you understand whether changes to creative assets, audience targeting or the post-click experience might improve performance.

It added that the new metric will also be cost-effective for brands: "Put simply, the higher an ad’s relevance score is, the less it will cost to be delivered."

Get in touch to find out how this will effect your Facebook campaigns and how we can be #BetterTogether

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