Once again, Facebook has introduced more changes affecting the way
that posts are ranked, in addition to introducing different criteria to filter
ads through – such as the relevance score.
Relevance score is the way your audience reacts to your ad. Determined
by both positive and negative feedback, your score is ranked 1-10 by Facebook based on the
way people react to the ad. A positive reaction would be liking, commenting, and sharing, while
negative would be hiding your ad. This is significant considering the lower the score, the higher
amount you’ll pay per click.
To receive a score, your ad must be viewed at least 500 times – so if you need some help hitting
that magic number, be sure to contact us for a free ads evaluation. If you visit the business
manager page, select customize columns, you’ll be able to view your score.
So how to adapt? Since Facebook recently divided relevance scores from one metric to three,
here are the metrics to capitalize on to ensure your ads are seen and bringing in leads.
- Quality Ranking. Essentially, this metric is determined based off of how your ad
compares to other people trying to reach a similar audience as you. Though Facebook
truly determines this criterion, knowing your target audience well and creating valuable
content to serve to oversell to that audience, you’ll be able to withstand the competition.
- Engagement Rate. Just as quality is determined by other audiences, your engagement
rate is configured by Facebook comparing your engagement off of what it anticipates
based on other ads. To achieve a higher ranking, try to create organic ads. Instead of
creating an ad from a business manager, create content posted on your age that you
intend to make an ad to generate a more social proof. Further, consider boosting that
post toward your target audience before you run it.
- Conversion Rate. This is determined by comparison of your market to see who’s ads are
persuasive enough to enable target users to take an action. To maintain a higher
conversion rate, ensure links are not broken, your lead magnets are compelling, and
your ad is clear to concise with a specific action you call your audience to, with that
conversion set up in your ad.