Facebook launched a new feature named “Relevance Score“in it’s dashboard of ads manager same as Google Adwords is doing by giving “Quality Score” for each ad.
Taking relevance into account helps ensure that people see ads that matter to them, leading to a better experience for people and businesses alike.
Facebook also quoted this on their blog as :
Beginning this week, we’re going to start showing relevance scores as a visible metric in our ads reporting tools.
Facebook has cautioned that the relevance number is not meant to be the be-all, end-all of advertising metrics. If a campaign is delivering the results you’d like it to, there’s no reason to change it in hopes of achieving a higher relevance score. However, if you’re not seeing the results you’d like to, the relevance score may indicate where the problem is, giving you a starting point from which to adjust your campaign.
How relevance scores work in Facebook
Relevance score is calculated based on the positive and negative feedback we expect an ad to receive from its target 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.
Ads receive a relevance score between 1 and 10, with 10 being the highest. 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. 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.
Advantage of using Relevance Score:
1) It can lower the cost of reaching people.
2)It can help advertisers test ad creative options before running a campaign.
3) It can help optimize campaigns already in progress.