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Facebook Ads Relevance Score Decoded [Part 2]

A few days ago, I published an article about Facebook’s new relevance score and my initial findings about what affects that score.

You can read that article here if you haven’t already.

At the end of that article, I decided to run a test to see if CTR really affects the relevance score…

Here’s the design of that test:

I’m going to submit three ads in separate ad sets.

  • All three ad sets will be in the same campaign with “website conversions” as the objective.
  • All have the same copy, but a different image as image has the biggest influence over CTR.
  • All three ads will use the “desktop newsfeed only” placement.
  • All three ads will target the same audience and demographics.
  • All three ads will use the oCPM bidding strategy and bid for “website clicks”.

My client I’m running this test for had me shut down the campaign because he needs to fix some stuff in his funnel…

So the amount of data I have on this isn’t a huge sampling…

But I believe the data is telling and wanted to share.

This test will be resuming again soon and I’ll let you know if anything changes when we get a larger sampling.

Here’s the results:

Sample 1

This ad is using what I would call a “teaching” image where the product creator is in front of a white board with writing on it.

Screen Shot 2015-03-05 at 8.11.55 AMAs you can see from the image, we achieved a relevance score of “8” on a CTR of 1.887%.

Not too shabby and much higher than the relevance scores I showed in the previous post 🙂

We also got 10 opt ins for only $0.91 each.

Sample 2

This ad is using what I would call a “lifestyle” native image.

It looks like something a person would post on their Facebook timeline and makes the product owner look cool.

Screen Shot 2015-03-05 at 8.12.11 AMWith this image, we got a 2.711% CTR for a “9” relevance score!

Even better is the fact that we got 18 leads at a cost of $0.50 each 🙂

Sample 3

This ad is using a professional shot of the product owner.

Screen Shot 2015-03-05 at 8.12.21 AMThe results from this image is interesting…

Here we had a 2.304% CTR for an “8” relevance score.

But only 6 leads for a CPL of $1.62.

Now keep in mind that this is a small sample and this test will continue so with larger amounts of data, the results could change.

Having said that, here’s the conclusions I’m drawing at this point.

1) CTR does have an impact on the relevance score.

The highest CTR in this test had the highest relevance score.

2) Relevance score seems to be banded.

What I mean here is that it appears they give a certain relevance score to a range of CTR’s.

For example 1.5% – 2.49% gets an “8”.

2.5% – 3% gets a “9”.

These are just arbitrary bands and I have no hard core data to show exactly what these bands are, but it appears that’s how it works.

3) The performance of your ad in relation to your campaign objective affects the relevance score.

What I mean here is that image 2 clearly out-performed the others in the number of conversions it had.

And I have the goal of the campaign set to “website conversions”.

4) The higher your relevance score, the better quality traffic Facebook will deliver you.

Remember, these ads are going to the EXACT same audience.

That audience is over 100,000 people…

Facebook determines who in that audience they are going to show your ads to.

And they know based on your objectives in your campaign which of those people have the highest probability to complete your campaign objective.

I believe, based on the wide difference in conversions that image 2 was delivered to better quality people and that led to the higher conversion rate.

5) Native imagery will perform better and get better traffic.

This isn’t new and I’m not the first person to say this.

In fact Justin Brooke has been saying this for over a year now 🙂

Despite his words of wisdom, we’ve been using and testing “advertising” type images for pretty much every client.

Along with the native type stuff.

And I see people using images with text and offers on them in their ads all the time…

A recent call with my Facebook rep revealed that they changed their algorithm where they can read the images…

From that, they can determine if an image is more “blatant advertising” or not.

Supposedly they are going to throttle the display of those images.

We’ve seen that happening with clients recently…

In conclusion, I believe you should be using “lifestyle” native imagery in your ads.

Now obviously you’ll need to test that in your market…

However, I feel this will keep you in line with what Facebook wants…

And it should get you the best results 🙂

I’ve got several more tests in addition to this one that will be isolating variables within the campaign to see how each one affects relevance score.

My goal is to determine EXACTLY how to manipulate the factors to achieve the highest score possible with every ad.

Because as you can see from the results of this test, conversions are dirt cheap when you get to the 8+ range.

I’ll be publishing the results of those tests as well so you can benefit from them too!

As you can see, I’m extremely thorough in tracking and testing the advertising that I do for myself and my clients.

That’s why we’ve been able to generate over $3.5 million in sales in the last 12 months exclusively using Facebook ads…

All on about $1.5 million in ad spend :)

(who else tells you how much they spent to make a certain amount of money LOL)

If you’re not getting at least a 200% ROI from your Facebook advertising, something is wrong…

But don’t worry!

I have a solution for you…

I’ve put together a free 11 point cheat sheet that reveals the steps you need to go through in order to make Facebook ads profitable.

These 11 simple and tested steps work in every market we’ve tested them (it’s been 17 and counting)…

If you’d like to grab a copy of this cheat sheet, just click the link below: