Relevance Score for Facebook Ads – What is It? What You Need to Know About It?

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Terms such as Quality Score or Relevance Score may appear like jargons to those who simply want to make some money through a PPC campaign. It’s the year 2015, when Ad Relevance Score was announced by Facebook. Though it’s there for quite a few years now, still there are many advertisers who struggle to grasp or use it properly. They don’t have a good understanding about Ad Relevance Score and struggle to fix it properly. If you are one among them, then you should read on. Here, you can find everything about Ad Relevance Score and can make more familiar with it.

First of all you need to know what Ad Relevance Score?


News Feeds and Facebook Ads have really taken this world like a storm. These additions are what making Facebook’s platform more and more crowded. Due to this reason, it has also become enough important for a leading social network platform like Facebook to create quality metrics for these ads. It has also added a complexity layer. Here, as an advertiser, you also need to figure out things like whether costs are getting really high or ads were placed under the serving category.

A rating of 1 – 10 is assigned for the Ad Relevance Score and it also has a maximum 500 impressions. This score is calculated daily and on the basis of the response from Facebook. Facebook uses to generate such response on the basis of the negative and positive feedbacks these ads use to get after people seeing them. This score is also decided on the basis of the performance of such ads.

A positive remark is assigned by Facebook for those ads that use to receive more likes, shares, as well as other actions that can potentially help an ad to achieve its objective. And that means the criteria behind your Ad Relevance Score can affect on the basis of the fact that whether you run an ad campaign with the prime objective of one-for-link-clicks vs. video views.

A negative feedback is assigned for an ad when people try to hide your ads. Well, Facebook is surely not going to say more about this! However, it’s always better to assess that anything that is not able to meet your objective can even contribute a lot to add negative feedback for your ads.

Well, this is surely not a surprising thing. After all, as a leading social media platform online, Facebook prefer to reward those who generate more interest and interactions. It’s all about the value proportion. So, they will take step to protect it for sure. It’s the exact way that AdWords uses to follow in order to protect the search result’s quality and for this they have Quality Score.

What sort of impact Ad Relevance Score can have?


Once it came out, many advertisers like me behaved in a more skeptical way towards it. Advertisers who have improved the Quality Score on AdWords simply don’t want to see some favorable CPCs. And when the Relevance Score came up, it added the next dreaded metric that has the ability to distract the whole thing!

When you are on Facebook, it’s quite easy to see that once your Ad Relevance Score has improved, it also reduces the cost factor. In order to determine its impact, I have decided to perform a test for an account which is already doing great on the social media network. In order to understand how it works, first you need to understand the nuance.

IDs of the Ads and sharing them:

Once an ad is created on Facebook, an Ad ID is also generated automatically.

When you copy and paste that particular ad into a different Ad Set, it creates a unique ID as well. Though your ad is same, Facebook treats them as different entities and never retain the same Ad ID for those ads.

There is also an ID Level that remains tied up with the social interactions occurring for an ad. And that means a social interaction for an ad will remain unique despite the fact that there are identical ads already placed with Facebook. This occurs due to the different AD IDs generated by Facebook even when there are identical ads. Due to this reason, every ad on Facebook uses to have a Relevance Score that is also unique by nature.

Social interaction on an ad is tied to the ID level. What that ultimately means is each ad unit will keep the social interaction to just that ID — it doesn’t share it with the otherwise identical ads because the ID is different. Each ID also has its own Relevance Score:

In order to get this done, you need to generate an ad on Facebook and then paste the ID of such ad into an option like Use Existing Post. This is where you can create the new ad as well. In this way, that particular ID will be shared as well as all its social proofs will be displayed for that ad and for the ad sets for which it has been used. Here, you need to note one thing very important and that is once you update a link or copy of an ad, all the social proofs will be reset for it. And when you share an Ad ID, it will carry more weight and can affect different ad sets within less amount of time.

How to push the relevance score?

For this we need to understand what occurs when we focus more on the relevance score? That suggest we want to maximize the impact while trying to collect all those social proofs associated with a particular Ad ID. Otherwise, we will only have several ads that carry separate social proofs.

To find out more, I took an ad that is already doing great and having duplicate versions along with different IDs. I came across an average Ad Relevance Score of 8 for that ad. However, the social proof for those IDs was found to be same as well as the relevance score. So, I started to pick each of them randomly.

I took that Ad ID and pasted it on other sets of ad. This was done to find out new changes with the relevance score and social proof with that particular unit. In this way, it becomes easier to collect those social proofs fast, as that ad wasn’t distributed with the disparate Ad IDs.

Once that shared-post-ID has started performing, I took the next step. I have assigned the Page-Post-Engagement like campaign for it and for the creative part; I have used that same Ad ID. This method can also be used while spending few bucks per day.

When an ad uses to run with an ad set and having the prime objective to convert sales, and also the same ad used to run for PPE campaign in order to acquire social results, it can collect a higher relevance score in a very less time.

Test results:

When the ads used to run with different groups, I collect the CPA, CPC and CTR date. This is called as the Non-PPE version. I have also collected the data related to the PPE version. Well, I found that nothing much has changed.

Non PPE 1.50%
PPE 2.20%


The social proof show here can offer us a great insight.

Non PPE $0.71
PPE $0.51


The social proof here seems to be helping a lot! Well, the offset you can see with the CPC can save money that the advertiser might have paid for acquiring social proof.

And lastly, the number that is important:

Non PPE $27.62
PPE $19.35


Well, this is surely a big difference as far as the Number-Game is concerned. It is also statistically significant as far as the number of audience we have. The same sort of test, I ran on other accounts and came across same sort of result. There were times when result was not that prominent, but I believe that it was always there.

Likeable, shareable, clickable:

The most important thing I found out after such test is that it has managed to come up with the real hypothesis behind Ad Relevance Score. Such test has also proved it. Keep in mind that it always great to say that Come Up with High Quality Content. However, you also need to see that how such content is going to impact that bottom line of the product or service you want to sell. Instead of throwing some stock images and hoping them to do well, you should put in some extra efforts or do something more creative.

Every ad you see on Facebook uses to have it own course of time to run and swap out. The real beauty behind such method is that it helps you to announce new and creative ads and acquire higher Ad Relevancy Score quickly. It also helps in a great way to eliminate the possible odds associated with the launching of new creative ads and get the relevancy score that works in your favor in a great way.


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