Did you know that relevance score influences ad cost?
Here are some tips on how to improve your Facebook Ads relevance score and advertise more effectively at a lower cost.
When you serve ads on Facebook, its platform defines how well your ads fit the audience you target them to. This is called relevance score. Basically, it is a 1-10 metric that shows the reaction of your audience to the ads they see.
Relevance score is aggregated of various factors:
- Positive feedback (ex: clicks, app installs, video views).
- Negative feedback (ex: someone clicks “I don’t want to see this” on your ad).
As you might guess, high relevance score can make your ad campaigns highly successful.
Why It Matters
- Your ads will reach more people at lower cost.
- You can use it to see what ads best fit your audience.
- It can indicate you when to optimize your ads.
Let’s take a look at things you can do to improve the relevance score of your ads.
Create Lookalike and Custom Audiences
As mentioned above, relevance score will depend on how people love or don’t love your ads and how they interact with them. When you see that the relevance score of your ads is low, it might mean that your ads do not fit the audience.
This is where you go beyond interest-based audiences and target your ads to Lookalike or Custom Audiences.
As Facebook describes it, a Lookalike Audience is a way to reach new people who are likely to be interested in your business because they’re similar to your best existing customers.
A Custom Audience is created from a list of existing customers by uploading their email addresses to Facebook Ad Manager. It then matches those email addresses to accounts associated with them and target ads to those customers.
Choosing either of both ways, you will serve more relevant content to your audience which can result in higher relevance score.
To learn more about targeting ads to custom audiences, check this guide by Facebook.
Get a Free Audit of Your Facebook Ad Account
Target People That Have Previously Engaged with Your Ads
It’s not a rocket science to guess that if a person has already engaged with your content, they will most likely be interested in seeing content from you one more time, especially if this content is interesting.
This is done simply by creating Engagement Custom Audiences. The audience is made up of people who have engaged with your content across the Facebook family of apps and services. “Engagement” refers to actions like spending time viewing your videos or opening your lead form or Canvas. Using Engagement Custom Audiences, you can target ads to people who’ve taken these actions.
The same as with Custom and Lookalike audiences, serving ads to people who have engaged with your content will make them more relevant.
Use Action Verbs in Ad Headlines
The more people interact with your ads, the more relevant Facebook will consider them for your target audience. To make people interact more, use action verbs in your ad copies. Here are some of the words you can consider: discover, act now, get, save, learn, start.
Adding other powerful words can also boost your ads’ performance: secret, powerful, instant, bargain, huge.
Try and test to see which one will work best for you.
Taken together, these actions can give you a boost in the quality score of your ads. If you any other questions about Facebook ads, don’t hesitate to drop us a line and we’ll help you out.