4 Simple tips to save money on your Facebook advertising campaigns by optimising relevance scores
What’s a Relevance Score, and How do you Improve One?
Your relevance score is a number from 1-10 that determines how relevant your ad is to your target audience. The best rating is 10, with 1 being the worst you can get. Facebook will show your ad 500 times before it determines your score using estimates based on data it collects from those views. This is how to check your relevance score:
The kind of data Facebook uses to calculate your score include the projected positive reactions like video views or engagement, as well as expected negative reactions such as people reporting your ad. Your score will continue to change as Facebook gathers more data and updates it. The higher your score, the more people will see it, and it will cost you less – so it’s an important metric to measure the success of your social media marketing campaign.
So how do you get the best relevance score possible?
1. Know your audience
Firstly, you need to consider your audience and goals. Who are you targeting? It’s ok to appeal to a large audience, but it’s important that they have something in common so you can make your ad relevant to them. If you don’t have market research data available to you, there are a few things to consider in order to come up with an audience to aim your ads at:
- Marketing goals: Are you looking to build your database, or convert people already in it? Are you perhaps remarketing? This is your first step to determining your demographics.
- Facebook Insights: You can get demographic data about the people who are interacting with your Facebook profile already, such as age, gender, and location.
- Problem-solving: What problems can you solve for your customers? What problems do your customers want to be solved?
Use this information to write a short description of who you want to see your advertisement. You’re going to use this when selecting options to target the kinds of people you want to see your ad. There are so many options for this, far beyond simple demographic information such as age and gender. You can target down to hair colour – got a purple shampoo you want to sell? Blondes are your market! Another useful thing to do is to target people who like a certain page, for example, if you’re marketing a stock analysis software, you could target people who like a certain financial publication. By making your targeting specific, you know that the relevance scores you’re getting are actually based on data gathered from your ideal consumer.
2. Eye-Catching Images
So, now you know who you want to target with your audience, you need to choose an image that is relevant and appealing to them. It’s more important than your copy because most people use Facebook by scrolling through it at a pace too fast to read, and only stop when they see something that catches their eye.
The idea that using an image that is aesthetically appealing is pretty intuitive. It should be high quality – crisp and clear. If you are attempting to sell a product, choosing an image is pretty easy – you show the product. If you’re selling a service or something less tangible than say, a pair of shoes – you’ve got to think a little harder. Consider what different groups of people may find to be eye-catching. If your ideal audience is elderly, you probably aren’t going to use an image of a skateboarding youth in your ad because barring the rare skateboarding granny, it won’t tend to be relevant to them.
If you’re going to use text in your image, you need to adhere to Facebook’s 20% rule. This means the text can’t take up more than 20% of the entire image. Facebook actually has a handy tool which allows you to test your image by uploading it, and lets you know whether it will be penalised. Here it is: https://www.facebook.com/ads/tools/text_overlay#
3. Catchy Copy
Once you’ve created a few graphics for your advertisement, you need some copy that appeals to those whose eye you’ve caught. To do this, let’s go back to the section about problem-solving when we were choosing our audience. There, we asked what problem you think you solve, and what problem you feel your ideal customer has. One of the most effective tools for copy is appealing to emotion, and you can do this by making your audience think about a problem they have, then giving them a solution to it.
Let’s use an example to illustrate this:
You run a daycare for dogs. Your audience is young professionals in your city who have a dog, and their problem is that their poor pooch is lonely and bored at home while they work long hours establishing their career. You solve this problem by offering a place for them to go and play with humans and other dogs during the day. Here’s your ad copy: “All your dog has is you, but you have to work to put food on the table (and in the bowl). X Doggy Daycare provides a stimulating environment full of fun and affection, freeing you from the stress of leaving your loved one at home. No more imagining sad eyes watching the door 8 hours a day, 5 days a week. Instead, you’ll get pictures of your pup living it up with his new pals!”
This copy illustrates your client’s problem and appeals to the emotion they feel about it, then it offers a solution that you can provide. This is a short and simple rule to writing great copy for your Facebook ad. After all, what better way to be relevant to your target audience than to use their perspective!
4. Testing, Testing, Testing
It’s a good idea to prepare multiple graphics and words for your Facebook advertisement. You can get some advice from others in your office about what they find to be the most eye-catching, but more importantly, you can test them on Facebook itself. As we discussed earlier, your initial relevance scores are based on the first 500 views. A useful approach can be to split test: creating two ads, then keeping the one with the best initial relevance score once it’s been shown to 500 people. Over time, you’re going to learn more about what’s relevant to your target audience, allowing you to refine your campaigns until you’re getting great relevance scores – maybe even the coveted 10!
That’s a wrap!
We wish you luck trying out these methods, and hope it’s easy enough to understand. If you’re still confused, Facebook’s help pages contain a wealth of information. You’re also more than welcome to contact 2Excel for social media marketing services. If you’re concerned about what that would cost, we now offer a pay-per-lead model, where we take all your digital marketing off your shoulders and you only pay when we generate a lead.