The Facebook Relevance score is no more. In March 2019, the social media firm announced plans to abandon the single-score method and replace it with 3 new and improved metrics.
Those “more granular relevance diagnostics” are already being phased in, and will be firmly in place by April 30, 2019.
Is this change applies to you? When you advertise on Facebook, the answer is yes. Moreover, it’s in every advertiser’s greatest interest to reach their target market.
Right here’s the way to stay relevant with Facebook advert now.
What was the Facebook Relevance Score?
The original intent behind the Facebook Relevance Score was to assess the relevancy of advertiser content material with its target audience. Facebook rated adverts on a 1-10 scale, with 10 being positive and one negative. The higher the score, the more likely Facebook was to illustrate your advert in users’ feeds.
Related adverts are a win-win-win. Facebook, advertisers, and customers all profit when adverts are targeted effectively.
However, there was some confusion behind the relevance score. Many entrepreneurs were unsure of how much importance to ascribe to it, and what to do if it was low.
Facebook’s switch to 3 metrics instead of one is likely aimed at addressing this ambiguity. As the announcement explains, “We expect that this level of granularity will provide to report that’s more actionable for companies.”
What are the new Facebook relevance metrics?
Instead of one all-around score, Facebook’s new diagnostics dive additional into relevancy details. Think itemized report card versus GPA.
These new rankings goal to assist advertisers to pinpoint where they’ll enhance.
Quality ranking
This metric represents how Facebook perceives your advert quality when compared with adverts concentrating on the same audience.
Engagement rate ranking
This ranking measures how your advert’s anticipated engagement rate compares with adverts focusing on the same audience.
Conversion rate ranking
This diagnostic rates your advert’s expected conversion rate against competing for adverts that focus on the same audience.
9 tips for achieving a high Facebook relevance score
It’s still early days for Facebook’s new relevance metrics, however, these are some tried and true methods to maintain your Facebook advert content relevantly.
1. Serve quality content
Facebook wants to deliver advert experience for advertisers and audiences. Which means if your advert is low quality, it’ll likely show it to fewer people.
Listed here are a few tricks to up the quality of your adverts:
- Use high-quality visuals. Skip low res, blurry, stock-quality photos.
- Keep copy direct. A short and sweet copy is always best.
- Limit text in visuals. Use Fb’s Image Text Examine software to make sure your picture passes the test.
- Optimize for mobile. 88 % of people use Fb on mobile.
2. Choose the appropriate Facebook advert format
There are countless Facebook ad formats, and each one is tailor-made to particular needs. Some formats might be better suited to different campaign goals, so choosing the right one and optimizing content accordingly will certainly help enhance your score.
3. Encourage actions and engagements
Positive interactions are a key factor in earning a high relevance score. Create an advert that has a clear call-to-action so that the audience knows the way to engage, whether that’s liking, commenting, or clicking via your advert. The place related, ask a query that may be answered with a like or remark.
4. Think about attempting video adverts
Folks linger over a video put up five times longer than at a static post. A video will not be only good at capturing attention, however, it’s also better at inspiring action, too.
In the US, 30 % of mobile shoppers say a video is the best media for covering new merchandise. 48 percent of Australians surveyed by Fb report they’ve made a purchase after watching a video advert.
5. Target the right audience
Fb permits advertisers to target audiences based on their location, demographics, behavior, connections, and interests. Custom Audiences could also be created to reach existing customers from your site, mobile app, or other customer lists.
Meanwhile, Lookalike Audiences could be made to help you reach people who have similar interests to your existing customers.
6. Keep advert frequency to a minimum
It ’s practice to keep away from showing users the same advert too many times. Users with advert fatigue could block or hide your advert, and that can negatively affect your advert’s performance.
There are a few methods to reduce advert frequency. First and foremost, plan to cycle and update content frequently. A second option is to create a Custom Audience with a parameter set to exclude those who have already converted.
7. Time adverts strategically
Running adverts at the right time will have a positive effect on your advert’s performance. Hootsuite research shows that the best time to post on Facebook is between 12 p.m. and 3 p.m. on Monday, Wednesday, Thursday, and Friday. On weekends, between 12 p.m. and 1 p.m. is greatest.
Every advertiser’s audience is different, so ensure to check Fb Analytics to see when your targeted audience is most engaged.
8. Optimize your campaigns
One of the best methods to enhance long-term relevancy is A/B testing. These tests will provide a total image of what advert content is most relevant and successful with your customers.
Attempt running 2 campaigns that function different creative. Or try separate campaigns that target different audiences. The insights you glean from these tests might help inform your future campaigns and keep your relevancy on point.
9. Keep an eye on competitors
To rank well on quality, it’s worthwhile to suss out the competition. Facebook’s quality ranking compares your content with other adverts in the same market.
Before running a marketing campaign, visit your competitor’s Fb Pages and click Info and Adverts. In case your adverts do not stand out, make sure you make the necessary improvements.