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BizReport : Advertising archives : February 12, 2015

New Facebook reporting tool aims to improve ad relevance

Are your Facebook ads hitting the mark? Facebook now gives your ads a mark out of ten with the introduction of relevance scores.

by Helen Leggatt

Will Facebook users hide or report your ad? Will it be received in a negative light? Beginning this week, Facebook has added to its arsenal of reporting tools with relevance scores.

Ads will be graded on a scale of 1 to 10 based on how Facebook predicts they will be received by the target audience. Relevance scores roll out globally from this week.

ad score.jpg"The score is updated as people interact and provide feedback on the ad. Ads with guaranteed delivery - like those bought through reach and frequency - are not impacted by relevance score," explains Facebook on its Facebook for Business Page. "Relevance score has a smaller impact on cost and delivery in brand awareness campaigns, since those ads are optimized for reaching people, rather than driving a specific action like installs."

There are multiple benefits for marketers. Firstly, it can keep advertising costs down.

"The higher an ad's relevance score is, the less it will cost to be delivered. This is because our ad delivery system is designed to show the right content to the right people, and a high relevance score is seen by the system as a positive signal."

Secondly, because the relevance score is predicted before a campaign goes lives, marketers can test various ad elements to make their ad more relevant.

Lastly, because relevance scores can be monitored while campaigns are live, if the score begins to drop advertisers can tweak their ads for better performance.

To check your ads' scores, head to Ads Manager and add the relevance score tab to your ads report(s).

Image via Shutterstock

Tags: advertising, campaign management, social media, targeting ads

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