Since February, Facebook has been attaching a “relevancy score” to ads that are supposed to tell us if the ad is reaching the right audience. Based on a scale of one to 10, advertisers can tweak the ads or leave them alone through this “grading system”. Frankly, I find them to be oddly confusing sometimes and not very good indicators of how well the ad is doing.
Facebook says the score is based on numerous factors including positive and negative feedback Facebook EXPECTS the ad to get based on how we have targeted it. I have the word “expects” capitalized for obvious reasons. I understand Facebook thinks they have this whole “we can guess what people want” algorithm down, but I don’t think they actually do.
For instance, I recently wrapped up a campaign for a client and we were selling skin care products. We targeted women with these interests and behaviors: Cosmetics, Toner (skin care), Moisturizer, beauty products, Lotion or Anti-aging cream, Health & wellness buyers, Cosmetics, Beauty products and accessories, Beauty accessories or Skin care.
We had a relevancy score of 2.
Anyone out there know why?
Regardless, we reached more than 13,000 people and had more than 1,000 website clicks at $.52/click. My staff has seen this frequently with ads they have created; the relevancy score is low but the ad still does well. We have one client right now with a relevancy score of four who made five sales in just two weeks of a monthly $500 spend. Those sales totaled $1,500. Remember, we are only two weeks into the campaign!
We do monitor our relevancy scores as part of the overall management of any ad. We have made changes to ads based on low scores combined with higher than normal Cost per Clicks. The question that remains is the relevancy of the relevancy score.
I guess with this ad…we did OK?