Advertising on social media has become a huge thing in the recent years, which led to many companies rushing to the market and trying to engage potential customers. This, however, has led to a lot of users being unhappy about getting bombarded by various ads, which forced Facebook into creating relevance score which was supposed to make both advertisers and users happy.
Users don't mind the ads that are relevant to them, while marketers don't get anything out of their message being seen by someone outside of their target group. Ads with a relevance score of 7 and up are considered highly relevant to your audience and this guide will try to show you just how to hit that mark.
1 - Understand Your Audience:
In order to target your audience well enough, you first need to know them. Understanding your audience is as important as knowing what your product is, so no slacking on this step is recommended.
You can use Facebook's Saved Audiences, Lookalike Audiences, and Custom Audiences to reach both your existing audience base and new audiences as well. There's a number of things you need to know about your buyer personas to do that:
- How their average day looks like
- What are their goals in life
- Professional and personal problems
- Social status
- Keywords and phrases they'd react on
Once you have your ideal audience figured out, you'll have a much easier time hitting the right people, which in turn will net you way higher relevance scores.
2 - Specific Targeting:
Once you know your target audience, it's time to be even more specific with your targeting. The reason why companies collect all the user data is that they can use it to for more personalized targeting. Use the existing information to easily find the users who interact with your posts the most, because they are your best shot at improving your relevance scores. For example, if someone used to have a positive reaction to your post about Tennis rackets, you can be sure they'll react positively to an ad for Tennis shoes too.
The more specific your targeting is, the better results you'll get with your Facebook relevance scores.
3 - A/B Testing:
The important thing to note about Facebook today is that its users usually scroll their News Feed until something catches their eye - and most of the time it's an image. This gives you an idea that you can improve your relevance score by using compelling images for your target audience, but before you do that - it might be a good idea to do some A/B testing first.
A/B testing is extremely important if you want to avoid your target audience hitting that "Hide ad" button, thus destroying your ROI. Whether you're going for an image of your logo, human face, or even a funny GIF, A/B testing will let you figure out just which image will work the best. By doing a lot of A/B testing before deciding which image you'll go with, you'll significantly decrease the chances of your target audience disliking your posts/ads.
4 - CTA Buttons:
Call to Action (CTA) buttons are usually used to lure your users into taking action (thus the name, eh?), which means it's another great way to improve your relevance score. The best thing you can do is to make your CTAs as clear and simple as possible, all while being relevant to your audience.
Whether it's "Shop now" for an e-commerce store, or "Become a Freelancer" for a freelancing platform, it's important to hit the mark with your CTAs if you want it to affect the Facebook relevance score.
5 - Video Ads:
Images were a big thing for a long time, but the fact is that videos are becoming way more appealing for users, especially on social media platforms. Videos are so huge right now that most web design agencies like Webwings Websites recommend using video content on your website for better conversion.
Facebook will let you use their new video views feature in order for you to show your video ad to people that are likely to react positively to it or take action depending on video's CTA. You'll also know exactly at which point of the video people start losing interest, which can let you fix the issue before it's too late.
One thing is sure - implementing video ads in your Facebook campaign is a sure way to improve your relevance score, but only if you do it right.
6 - Add Sense of Urgency:
Most people will either convert in the first 20 minutes of seeing the ad, or they won't convert at all. It's extremely unlikely that someone will come back later during the day and follow up on previous thoughts, which is why you'll want to add some sense of urgency to your ads.
There are plenty of ways to get people to convert faster, but the most common one is to offer a discount with a clear copy stating something like "Today Only", or "Action Ends at Midnight".
Keep it simple and brief, and if you've hit your target audience you'll be sure to get some results out of it.
The higher your relevance score is, the lower your CPC will be. Missing the mark and getting low relevance scores can really damage your ROI, especially if you're running a small business that can't mitigate the damage. Even more importantly, by keeping your relevance scores high you'll know that you're targeting the right people with your ads, which will make your marketing campaign more efficient and better in the long run.
Neil White from mediagurus