Facebook defines Relevance Score as:
A rating of 1 to 10 based on how your audience is responding to your ad. This score is calculated after your ad receives more than 500 impressions.
You can view your Relevance Score at ad level within the Facebook interface. If it isn’t there already, just click into ‘Columns’ and select it as one of your columns:
Relevance score is updated as people interact and provide feedback on the ads (basically how people engage with your ads). The better your engagement rate, the higher your relevance score is likely to be as Facebook will reward advertisers for high quality ads that users interact with the most.
Engagement rate = total engagements (likes, shares, clicks, comments)/reach (how many people saw your post)
There are 3 primary reasons:
1. It can lower the cost of your ads - the higher an ad’s relevance score is, the less it will cost to be delivered. This is because the ad delivery system is designed to show the right content to the right people, and a high relevance score is seen by the system as a positive signal.
2. It can help advertisers test ad creative options before running a campaign - advertisers can test different combinations of image and copy with different audiences, and learn which combinations offer the highest relevance scores.
3. It can help optimize campaigns already in progress - while ad campaigns are running, advertisers can monitor their relevance scores. If a score begins to dip, it may be an indicator that the ad’s creative or audience needs to be refreshed.
In order to determine which ads to display, Twitter takes into account both the bid amount and the quality score of your ad. A quality score is generally comprised of three broad elements, the three R’s:
1. Resonance: are consumers engaging with your Tweet? Do they retweet, like, or reply often?
2. Relevance: is your Tweet related to things a user is interested in?
3. Recency: is your Tweet fresh? Twitter is a real-time platform about what is happening now, so fresher tweets get higher priority.
It’s therefore much the same as Facebook’s Relevance Score. The crux of it is, the more engaged your audience is, the higher your Quality Score will be.
There are two main reasons:
1. A better Quality Score will mean you should pay less per click – on average when you gain one point in the engagement rates on your ads, you see a 5% decrease in cost per engagement
2. It can help advertisers keep their ads fresh – as mentioned previously, because Twitter is a real-time platform, it will reward advertisers for keeping their content up-to-date
Keep your ads fresh
It’s highly likely you may have ads that have been running for months on end without updating. No matter how good the ad, the number of impressions and interactions your ads receive declines over time, so it’s essential to keep adding new material. Twitter, in particular, is less likely to show older tweets.
The solution is to create different variations of each ad. It will be much more effective, and have much higher visibility and engagement, than running the same ads for lengthy periods of time.
By simply creating additional ads within the same ad group you might see your engagement rate increase and therefore your relevance/quality score improve as well. By keeping your ads fresh you are also more likely to retain high impression volumes.
Fresher ads are much more likely to keep your audience engaged and interacting with your posts. An ad that has gone stale is much more likely to have a poor engagement rate and, therefore, a poor relevance/quality score.
Post organically and cherry pick the best performers
This may be a limitation where Facebook is concerned (due to clients not wanting us to organically post to their Facebook page) but with permission, this could be worth a test. The basic idea is to post an organic tweet/FB post and measure the engagement of it over a few days.
Repeat this over a set period of time and then you should be in a position to cherry pick the best performing posts and promote them as sponsored ads.
Narrow your targeting
Another great way to improve relevance/quality scores is by using a narrow, targeted audience. This is important as it directly relates to how relevant your ads are to your chosen audience; this will have an impact on how engaged your audience will be.
Using Facebook and Twitter’s sophisticated targeting options, you can zero in on the perfect audience to give yourself the best chance of being as relevant to your audience as possible.