What is Relevance Score and Quality Score?

Relevance Score

Relevance Score is Facebook’s measure of the quality and engagement level of your ads. Your Relevance Score is important because it determines both your cost per click on Facebook and how frequently Facebook shows your ad. 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. Put simply, the higher an ad’s relevance score is, the less it will cost to be delivered.

Quality Score

Quality Score is Google’s rating of the quality and relevance of both your keywords and PPC (Pay per Click) ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process. Quality Score is a metric used by Google, Yahoo!, and Bing that influences ad rank and cost per click of ads. To determine the position of the ad on a search engine, each ad is allocated using a process which takes into account the bid and the Quality Score.

What's a good relevance score for Facebook ads?

The higher your ad’s relevance score, the better it’s considered to be performing. Ads with the relevance score of 1-3 are estimated rather irrelevant to your Facebook campaign’s audience. Ads with scores of 8-10 are evaluated as highly relevant to your audience.

What is a good quality score ?

A good Quality Score in AdWords depends on what kind of keyword you’re looking at. A good Quality Score for branded keywords is between 8 and 10. A good Quality Score for high-intent commercial keywords is 7 to 9. 7 is a good Quality Score for low-intent keywords. Keywords are divided into four major groups: brand, competitor, high intent, and low intent. When you add a new keyword to your account, Google automatically assigns it a starting Quality Score of 6. From there, a combination of factors, including expected CTR, ad relevance, and landing page experience, will determine whether that score sinks or skyrockets. But not all keywords are created equal.

How can I improve my Relevance Score ?

To improve your relevance score, really think about who your target audience is and how to reach them. You can update the ad text, images and targeting from there. A|B testing (and optimizing the campaign to show the highest performing ad) is a great way to see which ad achieves a better relevance score, too. Following are a few ways you can improve your Relevance Score

  • Know your target audience and be specific with your Facebook ad targeting. Create buyer persona to target your audience strategically.
  • Split test (A|B test) your ads. Split testing (also called A|B testing) is testing two versions of the same thing (this could be anything from a call-to-action button to ad copy to image to elements in your landing page and so on) to see which version performs better.
  • Use high-quality, relevant ad images and copy. Facebook grades your ad images based on the amount of text they contain. If your image contains too much text, Facebook will reduce your ad’s reach. So if you want to make sure Facebook finds your ad images acceptable, don’t use more than 20 percent text overlay on your images.

How can I improve my Quality Score ?

Proper Google Ads campaign management and organization can increase your Quality Score in several ways:

  • Better keyword data: With regular keyword research, you can build your campaigns on the right foundation, ultimately increasing the relevancy of your keywords to your ad messaging and landing pages.
  • Effective account structure: Organizing keywords into small, tightly related groups is crucial to achieve high Quality Scores. This practice makes it much easier to create specific ads and landing pages targeted to your intended audience.
  • More relevant ads: Google ads that are compelling and speak to the searcher’s query increase your click-through rate (CTR), and high CTR is the fastest path to a higher Quality Score and lower costs per click.

How do I get my relevance score on Facebook?

  • Open Facebook Ads Manager.
  • Select a campaign.
  • Select an ad group.
  • Select an ad within the ad group.
  • Scroll to the right for the column titled “Relevance Score.”

Why relevance score matters ?

It can lower the cost of reaching people. Put simply, the higher an ad’s relevance score is, the less it will cost 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. Of course, relevance isn’t the only factor our ad delivery system considers. Bid matters too. For instance, if two ads are aimed at the same audience, there’s no guarantee that the ad with an excellent relevance score and low bid will beat the ad with a good relevance score and high bid. But, overall, having strong relevance scores will help advertisers see more efficient delivery through our system.

It can help advertisers test ad creative options before running a campaign. Advertisers can test different combinations of image and copy with different audiences, and learn which combinations offer the highest relevance scores.

It can help optimize campaigns already in progress. While ad campaigns are running, advertisers can monitor their relevance scores. If a score begins to dip, it may be an indicator that the ad’s creative or audience needs to be refreshed.

What is Quality score important ?

Quality Score has a direct correlation on your success in Google Ads and Bing Ads. By optimizing your Quality Scores, you’ll be setting yourself up for higher return on investment (ROI). That’s because higher Quality Scores correlate with lower cost per conversion! Cost per conversion is different from cost per click. It’s not how much you pay for each click, but how much you pay when someone takes the action you want them to take, whether that’s signing up for a free trial or making a product purchase. Since not every click results in a conversion, cost per conversion is generally higher than cost per click.

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