February 24, 2015
On February 11, Facebook announced that they will begin showing relevance scores for each of your ads.
This is part of their ongoing effort to improve the overall content quality within News Feed and it is a good thing for all of us. This is yet another leap into being the best identity-based advertising channel in the World.
At Bamboo, we’re always excited when Facebook releases new features that can potentially increase the efficiency of our clients’ advertising spend.
That being said, we try and stay laser-focused on the metrics that matter and ignore the ones that don’t. Like we do with all new Facebook advertising features, we asked ourselves:
Do Facebook Relevance Scores Matter? If so, how much?
After analyzing thousands of client ads, here is what we found:
- More than 80% of our ads across all clients fell between 3–7 on the “quality score spectrum” with an average quality score of 5.1.
- So far, our ads literally need to have a relevance score of 1 for said score to substantially impact our CPM prices.
- Relevance Score doesn’t measurably impact an ad’s ability to spend.
Our conclusion (thus far):
Facebook’s new “Relevance Score” is equally as important to monitor as keeping track of the negative comments and spam comments on each of your ads. Like comments, the relevance score feedback loop is a valuable and important one, but overall it doesn’t seem to impact your ability to stay price competitive, earn impression volume, and drive a lot of conversions.
As we know from history, Facebook usually builds upon new public-facing features so be sure to add “quality score” to your checklist if your CPMs or volume appear to be suffering. Otherwise, don’t sweat your scores just yet.
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