Facebook rolls out relevance score for ads

In a blog post, Facebook has introduced a new feature: relevance scores for ads, in another effort to refine ads that users see in their Facebook News Feeds.

Ads will receive a score from 1 to 10, the latter having the highest performance, reflecting the ratio of positive to negative interactions.

Here’s what Facebook has to say on how it works:

“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. (Positive indicators vary depending on the ad’s objective, but may include video views, conversions, etc.) The more times we expect people to hide or report an ad, the lower its score will be.

Ads receive a relevance score between 1 and 10, with 10 being the highest. The score is updated as people interact and provide feedback on the ad. Ads with guaranteed delivery — like those bought through reach and frequency — are not impacted by relevance score. Relevance score has a smaller impact on cost and delivery in brand awareness campaigns, since those ads are optimized for reaching people, rather than driving a specific action like installs.”