Facebook is FINALLY Improving their Ad Metrics: The 3 New Relevance Ad Diagnostics that’s Replacing Relevant Score

Facebook is FINALLY Improving their Ad Metrics: The 3 New Relevance Ad Diagnostics that's Replacing Relevant Score

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Jun 17, 2019

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Hi,June here

Yes! Finally! You heard that right folks. The old, vague, and confusing Relevant Score for ads in Facebook is finally being replaced.

It seems like Facebook is getting good at listening from the people that make them  ̶m̶o̶n̶e̶y̶ grow.

Relevant Score seems good at first. But as you use it more often, you realize it’s a pain in the ass to deal with. Why? Because you don’t really know what the fuck the score means!

But thankfully, our wish has been Granted with these 3 new ads metric that will replace relevant score for good!

Why Relevant Score SUCKS

Relevant Score for ads in Facebook was introduced in 2015.

Relevant Score is based around the feedback of people to the ad, as said by Facebook themselves in the past. So it basically tells how relevant (or irrelevant) and how well your ad is doing. The higher the number, the better it is for you.

That’s because if your Relevant Score is high, the less you pay for clicks and the more it reaches people. Of course, it’s also works the other way around. A low score will mean you will pay more for clicks while reaching fewer people.

Simple enough right? Then what’s the problem with that June? Here’s the problem: You’ve got no clue why your relevant score is high or low! It’s just there to tell if your ad sucks or rocks. It doesn’t tell you how or why or where you suck. It’s like saying you didn’t get the job without knowing why!

That leaves you guessing on what you need to improve on and where to focus your attention. Coming up with efficient strategies on your next campaigns will be quite difficult since you know fuck all why you’re getting shitty scores.

That’s why Relevant Score Sucks.

What these 3 New Ad Diagnostics will do

  • Quality ranking – How your ad’s perceived quality compared with ads competing for the same audience.

  • Engagement rate ranking – How your ad’s expected engagement rate compared with ads competing for the same audience.

  • Conversion rate ranking – How your ad’s expected conversion rate compared with ads that had the same optimization goal and competed for the same audience.

It’s now more specific and less vague compared to the old one. Much better right? You can now know whether you’re lacking quality, engagement, or conversion in your ad.

As said, quality ranking measures how your ad competes with other ads. Whether people are getting value with your ads or not compared to your competitors. A higher score means your producing better ads. While a lower score means your ads needs more improvement.

Engagement rate ranking, like its name suggests, measures how much people are engaging with your content compared to other ads. If your score is low, people are just probably skipping and scrolling through your ad. If it’s high, people are commenting and sharing to your ad.

And again, conversion rate ranking means how well your ad competes with other ads in terms of conversion. Maybe your ad is not optimized for conversion? Or maybe more people made purchases?

Why this Doesn’t Suck

With these three new metrics, you will now be able to know where you need to improve on and focus your attention to. You’ll now know the proper strategies to implement for your next campaigns.

If your focusing in one department, let’s say engagement, you will now be able to see your engagement ranking. Compare that to a generalized number that you have to guess what it means.

With these 3 new metrics, it will be exciting to create and strategies new campaigns! This will hopefully help advertisers that were having troubling with relevance score (Meaning all advertisers).

We’re seeing improvement in Facebook’s part! Now, it’s our time to see our improvements as well! With these new metrics, there will be no doubt about that!

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