In another effort to refine and improve ads that users see in their Facebook News Feeds, the company introduced a Relevance Score for ads this week.
The scores, which are based on a scale of 1 to 10, measures how well the ad will perform for its targeted audiences. The numbers are a reflection of the ratio of positive to negative interactions. Facebook said those interactions vary, but they are mostly determined by the ad’s objectives and may include video views and conversions.
The new measurement is not used for ads with guaranteed delivery — those bought through reach and frequency. “Relevance score has a smaller impact on cost and delivery in brand awareness campaigns, since those ads are optimized for reaching people, rather than driving a specific action like installs,” Facebook explained in a blog post.
For advertisers, Relevance Scores are likely just one of many metrics that will show that an ad is working. As Facebook explains in the post, the true utility of an ad is based on its objectives. If you’re a pizza restaurant running a Facebook ad and you find that the ad is selling the expected number of pizzas, then you don’t need to pay that much attention to it. You can, however, use the Relevance Score to track the ad and maybe tweak it to see if you can achieve the same sales goals for less money.
Facebook has made a few announcements in recent months aimed at cultivating more effective, less annoying ads in the News Feed. In November 2014 it cracked down on “overly promotional” posts in the News Feed and in September it began asking users why they opted to hide ads from their News Feed.
The intent of such action appears to be to appease users who are sick of seeing spammy, irrelevant ads in the News Feed while at the same time ensuring that the average ad is effective. The only downside is that the most successful ads are well-targeted, which some users find a little creepy. Read more…