Facebook ads costing too much for the conversions you're getting? Or perhaps they're not reaching people at all.
There are many, many reasons why this might be occurring, but one very simple starting point to figuring out the issue is the 'relevance score' at the ad level. Not the campaign level. Not the ad set level. The ad level.
The relevance score is part of the algorithm Facebook uses to assess how relevant (weird, right?) your ad is for the audience you're targeting.
Say you're trying to sell handbags, but your ad copy is talking about shoes. That's not very relevant, is it? Or maybe the landing page your ad is linking to doesn't actually link to the specific product you're advertising. Again, it's not relevant to the user. It results in bad user experience, negative feedback, and ultimately your ads either cost you far more than they should, or they don't run at all.
Either way, it's a terrible result.
Facebook's Relevance Score is a rating between 1-10 and is shown in the Ads Manager (at ad level) after an ad has had 500 impressions. A lower score means your ad has poor relevance, while a higher score means your ad is very relevant.
The good news is that if your ad has a low score, there's often a very easy fix. If you look at the handbag/shoe example above - it could be as simple as changing the copy to reflect the product correctly. Or, it could be to do with changing the landing page link, changing the image, or the targeting. Put yourself in your target audience's position and imagine seeing this ad. Does it make sense? Is it a good experience? Does it speak to you?
Fix your relevance score and you could be well on your way to Facebook ads success.
Relevance score not the problem or just need more help with Facebook ads? Get in touch with me today at firstname.lastname@example.org.