What is Relevance Score and Why Does It Matter?
Why relevance score matters
Understanding relevance scores helps advertisers in a few key ways:
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 socere 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.