How relevant are your Facebook ads? The social network is going to start telling you. “Beginning this week, we’re going to start showing relevance scores as a visible metric in our ads reporting tools,” explained the social network yesterday. Ads will be rated out of 10, with the score calculated on a mixture of the positive and negative feedback that Facebook expects it to receive from its targeted audience.
“The more positive interactions we expect an ad to receive, the higher the ad’s relevance score will be. (Positive indicators vary depending on the ad’s objective, but may include video views, conversions, etc.) The more times we expect people to hide or report an ad, the lower its score will be.” The kicker, though, is that Facebook says relevance score will directly affect how much an ad costs 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.”