NAILING THE
FACEBOOK
RELEVANCE SCORE
DAMJAN AVSEC, Internet SI team
Leading multi-chanel e-commerce and direct to consumer...
28.10.2015 Internet Conference 2015 2
LOREM IPSUM
ADVERTISING
WHAT DO WE KNOW ABOUT IT
• Rolled out to the interface this ...
28.10.2015 Internet Conference 2015 3
LOREM IPSUM
ADVERTISING
WHAT IS RELEVANCE SCORE?
A metric which measures your Facebo...
28.10.2015 Internet Conference 2015 4
LOREM IPSUM
ADVERTISING
IS THERE A NEED FOR RS
• Signal if something is
wrong
• Info...
28.10.2015 Internet Conference 2015 5
LOREM IPSUM
ADVERTISING
RELEVANCE SCORE SIGNALS
Facebook will use feedback from ad t...
28.10.2015 Internet Conference 2015 6
LOREM IPSUM
ADVERTISING
POSITIVE FEEDBACK
28.10.2015 Internet Conference 2015 7
LOREM IPSUM
ADVERTISING
NEGATIVE FEEDBACK
28.10.2015 Internet Conference 2015 8
LOREM IPSUM
ADVERTISING
IMPROVING RELEVANCE SCORE
High relevance score & high CTR go...
28.10.2015 Internet Conference 2015 9
LOREM IPSUM
ADVERTISING
RELEVANT ADS – structure
• Image and copy resonate well with...
28.10.2015 Internet Conference 2015 10
LOREM IPSUM
ADVERTISING
RELEVANT ADS – structure
28.10.2015 Internet Conference 2015 11
LOREM IPSUM
ADVERTISING
RELEVANT ADS – targeting
• Include specific target groups (...
28.10.2015 Internet Conference 2015 12
LOREM IPSUM
ADVERTISING
THANK YOU!
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Nailing the Facebook relevance score

Presentation on Facebook relevance score i prepared for Studio Moderna internal marketing conference. Some advertising statistics have been left out because they are confidential.
Published on: Mar 3, 2016
Published in: Social Media      
Source: www.slideshare.net


Transcripts - Nailing the Facebook relevance score

  • 1. NAILING THE FACEBOOK RELEVANCE SCORE DAMJAN AVSEC, Internet SI team Leading multi-chanel e-commerce and direct to consumer platform in Central & Eastern Europe, with a vertically-integrated network reaching more than 400m cosumers across 21 countries. September 2015 INTERNET CONFERENCE 2015
  • 2. 28.10.2015 Internet Conference 2015 2 LOREM IPSUM ADVERTISING WHAT DO WE KNOW ABOUT IT • Rolled out to the interface this year • It’s scaled from 1 to 10 • Relevance score is calculated on advert level • Ads with guaranteed delivery aren’t affected by relevance score • AD must receive min 500 impressions before the score is calculated & served
  • 3. 28.10.2015 Internet Conference 2015 3 LOREM IPSUM ADVERTISING WHAT IS RELEVANCE SCORE? A metric which measures your Facebook AD effectiveness. The relevance score effects your AD delivery and the cost you pay for your campaigns.
  • 4. 28.10.2015 Internet Conference 2015 4 LOREM IPSUM ADVERTISING IS THERE A NEED FOR RS • Signal if something is wrong • Informed decisions • Relevant ads are reaching relevant people (user experience)
  • 5. 28.10.2015 Internet Conference 2015 5 LOREM IPSUM ADVERTISING RELEVANCE SCORE SIGNALS Facebook will use feedback from ad target audience to determine relevance score on a scale of 1 – 10. The score is updated in real-time as users interact. (different scores each day) • positive FEEDBACK • negative FEEDBACK
  • 6. 28.10.2015 Internet Conference 2015 6 LOREM IPSUM ADVERTISING POSITIVE FEEDBACK
  • 7. 28.10.2015 Internet Conference 2015 7 LOREM IPSUM ADVERTISING NEGATIVE FEEDBACK
  • 8. 28.10.2015 Internet Conference 2015 8 LOREM IPSUM ADVERTISING IMPROVING RELEVANCE SCORE High relevance score & high CTR go hand in hand.
  • 9. 28.10.2015 Internet Conference 2015 9 LOREM IPSUM ADVERTISING RELEVANT ADS – structure • Image and copy resonate well with your audience • Ad copy is in-line with the offer on your landing page • Ad copy includes clear call to action • Careful with amount of text on image • Be concise with pictograms • Refresh ads
  • 10. 28.10.2015 Internet Conference 2015 10 LOREM IPSUM ADVERTISING RELEVANT ADS – structure
  • 11. 28.10.2015 Internet Conference 2015 11 LOREM IPSUM ADVERTISING RELEVANT ADS – targeting • Include specific target groups (segment and segment even more) • Make good use of custom audience • Make good use of lookalike audience • Import e-mail lists • Don’t forget to exclude audience • Avoid high frequency when necessary
  • 12. 28.10.2015 Internet Conference 2015 12 LOREM IPSUM ADVERTISING THANK YOU!

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