7 Methods to Improve Facebook Ads Relevance Score

Your Facebook relevance score provides crucial insight about how well your ads fit your target audience compared to your competitors.  When you improve your Facebook Ads relevance score can help you reach a wider audience at a lower cost.

Maintaining a low score can result in Facebook restricting your ads’ reach. If your Facebook relevance score is suffering, check out these seven effective ways to increase your rating.

What is Your Facebook Ads Relevance Score?

Here is a Video With all the information on Relevance Score:

Facebook’s relevance score ranges from 1 to 10, with scores of 4 or less often generating poor results.

A Facebook ad begins generating a relevance score once it reaches 500 impressions.

Your relevance score is a major predictor of your overall advertising success on Facebook. Ideally, you want to have a relevance score of 8 or above to achieve an acceptable cost-per-action (CPA).

Why You Will Want to Improve Facebook Ads Relevance Score?

The main purpose of Facebook relevance scores is to provide advertisers with feedback regarding the effectiveness of relevant ads.

Ads that have lower relevance scores typically cost more, while ads with higher scores have lower costs. This motivates advertisers to only run ads that have a relatively high relevance score.

In addition, it’s important to remember that the higher your relevance score, the more likely that your campaign will be successful.  This retargeting campaign was solid with a low per purchase cost and 8 relevance score.

Factors that Influence a Facebook Ads Relevance Score?

There are a number of factors that impact how an ad will be scored for relevance, such as social proof and ad engagement.

One of the biggest influencers is how your ad is perceived by your target audience.

Positive feedback from your audience means that your target audience is enjoying your ads and participating in your desired action.

For example, if your desired action is to have your audience click on a link that sends them to your website, more clicks would translate to positive feedback. Having positive feedback boosts on improves facebook ads relevance score.

Negative feedback, on the other hand, is caused when your target audience is unhappy about your ads. This may be apparent when your ad is flagged or hidden by your target audience.

While you can’t make everyone happy, having a lot of negative feedback can cause your relevance score to drop.


To avoid negative feedback and increase the percentage of people performing your desired action, you need to make your ad relevant to your target market.

Offer something that your audience will be interested in and not want to flag or hide. This will ultimately help decrease your Facebook ad costs and increase your relevance score.

Once you understand what a Facebook relevance score is and how it works, it’s time to implement some techniques to raise your score.

1. Set Shorter Retargeting Windows

Facebook allows you to target people who have visited your website in the previous 180 days. By delivering ads to these individuals, you can achieve a high return on ad spend (ROAS).

However, you don’t want a retargeting window that is too long as your audience will get tired of looking at the same ads again and again which can affect your relevance score.

Opt for shorter retargeting windows ranging from 14 to 30 days. To create a 30-day retargeting window on Facebook, go the Audiences dashboard on your Ads Manager.


Click the drop down menu that says Create Audience and choose Custom Audience.


Then choose Website Traffic in the Create a Custom Audience window. Give the audience a name and then select Create Audience. It takes approximately 30 minutes for the audience to be populated and ready to retarget.


In this example the Retargeting campaign is for the web site views and we are excluding people that made a ticket purchase already.

2. Use Lower Cost Offers to Target Cold Audiences

Advertising an expensive product or service to cold audiences will rarely get you the results you’re looking for. When people are not clicking on your ads, your relevance score can fall due to low positive feedback.

You can avoid wasted money by advertising low value offers, content, or lead magnets to a cold audience. That way, more people are likely to take action.

3. Share Videos with Page Posts

There is no denying the effectiveness of Facebook videos. While more costly and time-consuming to create than images or slideshow ads, videos are more likely to catch the attention of consumers which make them more effective than nearly any other advertising format on Facebook.

However, not all videos offer the same level of quality. If you plan to use video in your advertisements, you want them to be high-quality with excellent lighting and audio. If your budget allows, it’s best to hire a professional to shoot and put the video together.

Once you have your video ready, you’ll want to make it appear as a regular Facebook post. Although there will be a “sponsored” tag on your post, many users will still watch the video to be entertained. When posting videos on Facebook, you’ll have the opportunity to post a catchy headline and add a call-to-action button that can help boost your results.


BONUS TIP: Note the Emojis for Higher Engagement!!

The easiest way to achieve this is by publishing the video on your Facebook page first. You can then use the post to create an advertisement. Find your ad in the Ads Manager and click Edit. Instead of selecting the Create Ad option, click on Use Existing Post. Finally, choose your post from the drop down menu and your ad is ready.



4. Choose Your Target Audience Wisely

Facebook has a number of amazing features for businesses. One of these features is the ability to narrow down your target audience.

Although you don’t want to be too broad with your audience, you do want to have a fairly large audience to prevent negatively impacting your relevance score and ad performance.

If you are currently targeting a small audience with minimal results, try broadening your target audience. Ideally, you want to target a cold audience that includes 250,000-plus people.



5. Run Various Ads to the Same Audience

No matter how great your ad is, your target audience will likely get bored if they see it numerous times. Known as Facebook ad frequency, this concept refers to the average number of times a person in your target audience has seen your ads. If this number gets too high, your relevance score will begin to drop.


To avoid this issue, run different ads to the same target audience at the same time. By running different ad variations, you can help keep things new and fresh.

6. Promote Your Ads to a Warm Audience

A warm audience includes people who already know about your business, such as website visitors, video viewers, email subscribers, and people who “liked” your Facebook page or posts.

As these individuals are already familiar with your brand, products, and/or services, they are more likely to respond to your ads.

Having adequate social proof on your ads encourages people to take action.


To get better results with your ads, it is best to promote your advertisements to a warm audience before a cold one.

While there are many ways to build social proof without a big marketing budget, one of the easiest and most cost-effective methods is to target Facebook page likes.


If you want to target a warm audience on Facebook, go to the ad set level on your campaign and scroll to the Connection section in the Audiences area.

Select Add a Connection Type to bring up a drop down menu. From this menu, choose People Who Like Your Page. You don’t need to spend a lot to improve your social proof and increase your relevance score.

Start with around $5 to promote this ad.

7. Keep Ad Image Text to a Minimum

Facebook frowns upon advertisers that use more than 20 percent text in their ad images.

If you make this mistake, you may find that Facebook limits your reach. You’ll often see a warning that “Your Ad May Not Run” due to too much text in your ad image.



BONUS TIP: Try longer copy in your ads people must click “read more” to see the message…

In addition to limiting your reach, this mistake could result in a reduction in positive feedback which directly impacts your relevance score.

To avoid such problems, simply keep the text in your ad images to less than 20 percent.

In Conclusion

If you are using Facebook to promote your business, you’ll want to fully understand how your ad relevance score impacts your overall ad success.

Be sure to make the necessary adjustments to get your Facebook relevance score to at least an 8 or higher which can make a major impact on your results.