What is it and why does it matter?
Facebook’s fancy algorithm is now going to tell you ahead of time how it thinks your audience will react to your ad. The rating will be 1 to 10, 1 being the lowest and 10 being the highest. If Facebook believes your ad will have more of a positive impact, then you will see a high relevance score. If Facebook thinks the feedback will be more negative expect a lower score. Ads with guaranteed delivery — like those bought through reach and frequency — are not impacted by relevance score. (Positive indicators vary depending on the ad’s objective, but may include video views, conversions, etc.) The more times Facebook expects people to hide or report an ad, the lower its score will be.
As an advertiser understanding this new feature will help you lower the cost of reaching people. Facebook says directly in their blog “This is because our 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.” The new feature will allow advertisers to test and optimize every campaign before actually launching it.
Don’t use the relevance score to determine exactly how the ad will perform, it is still advised to run ads which are aligned to your business goals.
Facebook says the relevance score is going to roll out globally starting this week; it can be viewed in any of their ads reporting tools and through tools developed by their API partners.
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