Facebook has given its advertising platform a new feature for advertisers to get to grips with. From now on all ads on the social network will be given an ad relevance score between 1-10. This metric will determine things like cost-per-click and ad position against your competitors and competitive market. This may all sound a little familiar because it is virtually the same thing as the Google AdWords quality score that we have been working with for several years. Both platforms will now score your ads using a 1-10 scale with 10 being the highest.
So what does this mean for my Facebook news feed?
Over the past few years, the standard Facebook news feed has become an incredibly congested space, especially on smartphones. So to combat this Facebook is trying to improve the quality of the ads and content that is shown in your feeds. This doesn’t necessarily mean there will be less in users news feeds but they are hoping that they will be able to deliver more relevant ads.
How will ad relevance effect my ads?
Put simply – the higher your ad relevance score the less you will pay for your ads per click. Quality ads will be rewarded for providing content that is seen as useful and relevant to your target audience. You can, of course, target your ads to a wide and varied audience but under the new ad relevance score system, you will be paying a premium for doing so.
What does this mean for advertisers?
It means you’re going to have to pay close attention to the content of your ad from the imagery used, the wording and what the ads end goal is. Facebook will be pushing up your costs per click if it deems the ad to low quality as well as awarding it a low relevance score. This new metric will be crucial in competitive markets when two or more brands are bidding in the same search space. The amount you’re willing to pay and the relevance score will be big factors in determining which ad gets shown more often.
Facebook ad relevance score has started rolling out globally this week so make sure you check all of your campaigns to ensure your ads are optimised and satisfying Facebook’s new guidelines.