Relevance Score has reached the end of the road
Earlier in the month we provided insight into four significant Facebook Page updates your business will need to adapt to in 2019. Of course, being the busy bodies they are, Facebook has been making adjustments to their ad platform at a record pace to offer more robust and actionable insights for businesses. But given that “privacy” continues to be the only keyword media cares about after a controversial year for the tech giant, one recent update didn’t get a lot of press – the removal of the Facebook Relevance Score for ads.
For the uninitiated, Relevance Score (scaled 1 to 10) is a reflection of ad performance and helps ensure that users (prospective customers) see ads that matter to them. The intent was to provide a better experience for both businesses and the pubic. The algorithm collected information as people interacted (liked, shared, hid, etc.) and provided feedback (reported) on a given ad, and from there the score would be calculated based on the positive and negative feedback Facebook expected an ad to receive from its target audience thereon in. The intent of the program was to lower the cost of reaching users, help businesses test ad creative before releasing a campaign, and to help optimize campaigns already in progress.
Sounds good. But now it’s gone, you ask? Yes, and no.
When it comes to Facebook advertising updates, “removal” should always be read as “replacement”, with an intent to provide a better solution for businesses using their ad platform. And that’s what’s happening here. Let’s review.