Facebook prioritizes ad delivery based on the relevance of an ad to its target audience. They do this by giving your ad a relevance score.
Your ad's relevance score is ranked on a scale from 1 - 10. It's calculated based upon the expected feedback an ad will receive from its target audience after it receives 500 impressions.
Relevance scores are important in a few ways:
High scores reduce your ad's CPM cost, allowing you to reach more with a given budget
They're based on anticipated responses of positive and negative feedback, not actual responses
They allow you to understand which ad variations are high quality, and which ad copies properly resonate with your target audience
The multimedia content you use in your ad copy is extremely impactful on your relevance score.
Try to use video content over photo content in your ad whenever it's available, as engaging video content routinely outperforms still images.
Use attention-grabbing videos or photos and avoid images with text (Facebook penalizes images with heavy text).
Frequently test multiple image/videos (we recommend two variations) in your campaigns. Campaigns that A/B test multiple images/videos tend to see a 50% increase in performance. ToneDen will automatically A/B test your ad variations and showcase the highest quality copy of your ad.
Call to Action
It's best to use a Call to Action that is straightforward and transparent about what you're advertising. This provides for a better customer experience when individuals know exactly why they're clicking on your ad.
If your goal is to drive tickets sales through your ad, use the "Buy Tickets" Call to Action.
A quality link description for your ad concisely informs the individual why they should be clicking on your ad.
If your ad's destination is a ticketing page, have your link description say something like "Click here to get your tickets." Make it short yet clear and informative.
Utilizing the second-person point of view in the language can help make your ad feel more personal.
Your headline should convey similar information as your ad's post text but in a more concise form. It should explain the who, what, and where of your event.
If you feel you're being redundant, be sure your headline quickly provides some context regarding what you're advertising.
Avoid creating your ad with an extremely long post text (Facebook penalizes your ad if you go overboard here).
The info you relay in your post text should appropriately speak to your target audiences. You can get creative in this section, just be sure you're providing a clear context for what you are advertising.
Try including emojis in your post text. Emojis are an extra tool to help differentiate your ad from all of the other content it's competing against in your customer's newsfeeds. Something as simple as an emoji can be the attention grabber that causes someone scrolling to stop and click on your ad 🎉
Since your ad's relevance score is determined by anticipated responses of positive and negative feedback, it's important to make sure your campaign is targeting relevant audiences.
Facebook aims to create a positive experience for both users and advertisers alike. You'll see higher relevance scores by putting your ad in front of the right audiences and creating a higher quality advertising experience for your customers.
A/B Testing different creative variations over time will help you better understand what ad copies are most effective for your business. Incorporating multiple audiences into your campaigns will help better determine your target demographic.
Learn more about the importance of A/B testing here and learn more about how to hit the right audiences here.