This index has since disappeared and has been replaced by 3 new indicators from April 30, 2019. Even if it will disappear, I would still like to present it to you because Facebook has been allowing advertisers to evaluate their advertising for years using this indicator. The relevance score tells you how relevant your ad is to the audience group of people you are targeting. You’ll rarely get a score of 10, but the higher your relevance score, the more relevant Facebook’s ad system considers your ad to be for your target audience. So what influences the relevance index?
Nobody really knows and that’s the problem! Facebook advertising professionals quickly deduced that positive feedback reactions, comments, shares, clicks, conversions, post-click experience helps increase the Germany WhatsApp Number List relevance index while negative feedback ignore or hide advertising, rate bounce rate on the landing page, etc. tends to decrease it. Small note On April 30, 2019, Facebook introduced 3 new indicators to replace the relevance index and allow advertisers to better understand the quality of their ads. I already give them to you here The Quality ranking a measure of the perception of the quality of an advertisement, compared to advertisements broadcast on the same target.
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The commitment rate metric a measure of engagement rate of your ad in relation to the commitment of similar advertisements broadcast on the same target. The Conversion rate ranking a measure of conversion rates in comparisons to advertisements with the same objectives, and the same audiences. To improve your index, Facebook advises to improve your targeting gain in precision or quality with similar audiences and or improve your advertising clearer text, image that attracts more attention, etc. in order to ” increase positive feedback. Here is a scenario to better understand 1 Relevance index of 210 The audience you are targeting is too large men and women while you are selling women’s handbags! Your advertising will not be relevant to a lot of people. In addition, your image is blurry …
Relevance index of 510 You have better defined your audience. Your image is less blurry. The message is clearer, but lacks a clear call to action. There will be less negative feedback, but not enough positive feedback. 3 Relevance index of 810 The audience is even more defined. You are targeting women interested in the fashion industry. The message is clearer and this time contains a well-defined call to action. Good game ! All this to tell you that the quality and relevance of your advertising, measured by the relevance index and soon 3 new indicators influence its distribution cost. Indeed, if your advertising is relevant to your audience, Facebook will broadcast it as a priority and you will pay less per click because the CPM – cost per thousand impressions – will be lower.
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Note that the relevance index is calculated at the ad level and as soon as your ad has received at least 500 impressions. On the other hand, Facebook clearly indicates that the relevance index is indicative for you. This is not a number actually taken into account in calculating the total value of your ad. In other words, just because your index goes from 7 to 8 doesn’t suddenly mean you’ll pay less per result. Note also that the relevance index is a relative index. This means that it only measures the relevance of your ad compared to other ads targeting the same audience, as Facebook explains. 3 Audience Who do you show your ads to? The targeting your audience is the main strength of Facebook compared to other online advertising platforms.