The short answer is yes. But I am going to tell you why.
If you don’t already know in 2017 Facebook rolled out their ad relevance score platform. This was to insure that people are seeing ads that are more pertinent to them (aka relevant to the user).
How it works
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.
Relevance score is calculated based on the positive and negative feedback Facebook expects an ad to receive from its target audience. The more positive interactions Facebook expects an ad to receive, the higher the ad’s relevance score will be.
Why it matters
Your score can affect how you run your Facebook ads in a few ways:
- You can test different combinations of image and copy with different audiences, and learn which combinations offer the highest relevance scores.
- 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.
- It can lower the cost of reaching people. Which means you can reach more people with your budget.
Why else it matters
Facebook has the 3rd highest conversion rate after Google and Bing. Which means, in terms of social it’s the one you should be the most concerned about reaching you audience with.
Facebook is also the social media platform drives the most traffic to websites from social ads.
If you ad relevancy score is low you could be missing out on reaching more of your target market, resulting in conversion loss and potentially over paying for conversion you do receive.
What you can do about it
- Don’t annoy your audience
If your audience is constantly seeing your ad they might start to get annoyed. This might lead them to block your ad or leave a negative comment. Both would result in lowering your relevance sore. Lowing your retargeting widow can help this. By going with 15 or 30 days verses 180 days, the retargeting window most companies use, you can help eliminate that annoyance.
- Use video ads
This might be hard to produce than a still image ad but it’s worth it in the end. Video ads are known to get more engagement which helps increase your score. Also, go square. Square videos take up 78 percent more space in the News Feed and have consistently outperformed landscape videos.
- Target people who have already engaged with your ads
It comes to no surprise that people who are already familiar with your brand and like your Facebook page are more likely to have a positive response to an advertisement from you
- Keep things fresh
This goes back to tip #1, your audience doesn’t want to see the same ad over and over again even if it is just for a 30 day period. When building out a campaign have an ad set to choose from. I usually go with 5-6 ads that can be put in a rotation so things do not get redundant.
- Limit ad text and use emojis
Limiting text is also nothing new in the Facebook world, but it still rings true here, in fact Facebook won’t allow your ad to run if there is too much text on it. Try to get your point across in as little words as possible. And you can do that by using emojis, yes emojis. I was a skeptic as well, but as it turns out they really do help improve engagement.