Relevance Score vs cost per click (6)

Hello everyone,

Am new to FB traffic and wanted to know people's opinion on the relevance score metric? How important is it and would you cut ads based on this or would you only look at other metrics like conversion and CPC?

Also Assuming you have new ads that have not reached significance for cutting, would you cut the ones with low relevance even if they have a lower CPC than average? (Assuming no conversion has occurred yet) or do you wait until significance?


Thanks
SP

Hi suhiparlour,

RS is essential to long-term success of an ad. As FB is favoring ads that seam to be enjoyed by users (high engagement, little complaints, etc) a high RS will give you lower CPCs and better delivery. So usually a low RS will lead to an ad not performing well and you would cut it anyways. On the other hand, a high RS may - ceteris parisbus - get you into profit zone.

FB puts it this way: "Taking relevance into account helps ensure that people see ads that matter to them, leading to a better experience for people and businesses alike."

As for statistical significance: RS will need some time to become stable as FB constantly optimizes based on many factors (eg campaign target, bidding and so forth). A low RS in the beginning means very little, I'd give it a couple days or more budget - especially if CPCs are low.

Here's more information for you: https://www.facebook.com/business/news/relevance-score

Hope that helped a bit.
Lmk if you have more questions on that, Phil

Originally Posted by Phil

Hi suhiparlour,

RS is essential to long-term success of an ad. As FB is favoring ads that seam to be enjoyed by users (high engagement, little complaints, etc) a high RS will give you lower CPCs and better delivery. So usually a low RS will lead to an ad not performing well and you would cut it anyways. On the other hand, a high RS may - ceteris parisbus - get you into profit zone.

FB puts it this way: "Taking relevance into account helps ensure that people see ads that matter to them, leading to a better experience for people and businesses alike."

As for statistical significance: RS will need some time to become stable as FB constantly optimizes based on many factors (eg campaign target, bidding and so forth). A low RS in the beginning means very little, I'd give it a couple days or more budget - especially if CPCs are low.

Here's more information for you: https://www.facebook.com/business/news/relevance-score

Hope that helped a bit.
Lmk if you have more questions on that, Phil

I don't make any decisions based on Relevance Score, if I have an ad that is giving me positive ROI I don't care about the relevance score. It can be an indication that maybe you need to do some better targeting, better ad copy etc. though which would give you a lower CPC

Hi sushiparlour,
you should usually see the RS become more stable after 2-3 days of low spend, no need to scale anything there yet.

bella5,
thats true, but with low RS your ads will rarely perform well for a long time. Even if they do then your accts QS will decrease and you're risking your account getting reviewed.

This said oc changing ad copy or target group can increase performance of the ad. If this was not the case then all people in this forum would be in sincere trouble.

Below 7 relevance score I barely keep an ad live to be honest.