In February 2015 Facebook released a new advertising feature “Relevance Score”. This is a rating system that is used for paid advertising on Facebook. This score is based on a 1 to 10 point scale; the higher your ad scores the more relevant your ad is deemed. Some users are finding that this is similar to a Google quality score. A Google score is based on stats between an ad and landing pages while the Facebook “Relevance Score” takes feedback and insight from you as the user into account. As a consumer you can give positive or negative feedback regarding any ad you’re seeing on your Facebook feed, giving you a voice on this social network.
How is a “Relevance Score” relevant to my business?
The higher your Relevance Score, the better rate you will receive with your advertising campaign on Facebook. For example, if your business has a relevance score of 7 you will receive lower advertising costs than your competitors that only have a score of 3. A higher relevance score allows for more efficient use of your limited marketing dollars.
At The Crouch Group, we help businesses create content that is relevant to that individual business’ target market. This type of targeted strategizing is one element that allows for a greater Relevance Score. Here are 3 “go to social media tips” we use at The Crouch Group that you can consider as you create your Facebook campaign (we’re here if you have questions along the way):
1. Determine who you’re talking to. Ask yourself, who is your customer, what do you know about them. Write down 3-5 facts about your potential customer creating your basic Customer Profile. Once you have this profile you are then ready to start brainstorming your content. Consider this, age can certainly make a difference in what your social media content will be, how you would reach out to a family in their 30’s would probably be a bit different than a retiree.
2. Designing the right image. In order to capture your potential customer’s attention you want to have images that are relatable or relevant. i.e. you wouldn’t want to post cold mountain tops when you’re talking about hot Texas weather; or a dull photo when you’re talking about a FUN event.
3. Keep it simple. Less is more in the world of social media. Your paid advertisements on Facebook can only contain 20% text, so it is crucial to keep your message concise and simple. Simple can be challenging! Focus on these key components as you develop your balanced post: call to action+trust building statement + offer.
The world of social media can at times be overwhelming and if you’re like most businesses you don’t have time to manage this process, The Crouch Group can help! Email firstname.lastname@example.org with any of your questions or to develop your game plan. We would love the opportunity to help you increase your Relevance Score and generate more social media buzz among your customers.
(Facebook Help Center Relevance Score 2015)