Getting the perfect Facebook relevance score of 10/10 is a dream for many Facebook marketers, bloggers, and business owners. And, after two months of hiccups, I finally got that perfect score.
In the end, it was not that hard, but also not that easy. My perseverance, patience, strategy, and, most importantly, observation skills paid off.
But, how did I get a 10/10 Facebook ad relevance score?
Let’s get right down to it by looking at everything I did to get the results.
Relevant Content Comes First
When I first started running Facebook ads, the results were horrible.
I had a poor Facebook relevance score and there was a time when my CPC reached 42 Rs. (almost a dollar). Ouch!
I felt hopeless and considered hiring an ad guy to get things on the right track.
But, then I started analyzing what was going wrong:
- Was I using the wrong ad type?
- Was I focusing on the wrong audience?
- Was I posting on the wrong days?
Well, nearly everything was wrong. But, the most important mistake I made was in terms of the content I posted.
No, I did not post poor content; I only posted content that was irrelevant to the Facebook audience.
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Consider the following: There are plenty of social media networks (from Facebook to SnapChat). Each network has between a million and a billion users and each network satisfies a specific need for a specific set of people. For example, LinkedIn is mostly used for professional stuff, while SnapChat is focused on teens.
So, the first thing I did to get my perfect score was to create content specifically for a Facebook audience.
After all, the Facebook relevance score reflects how much your Facebook audience is interested in your Facebook content.
The first takeaway to get a 10/10 Facebook ad relevance score: Create content specifically for a Facebook audience and then promote it.
How Did I Come Up with the Content Idea?
Once I had decided to create content specifically for Facebook, several questions were still circling around in my head:
- Will my audience love it?
- Will they engage with my content?
- Will they share my content?
But, like Zig Ziglar said, “You don’t have to be great to start, but you have to start to be great”.
So, I started exploring Facebook groups to which my target audience belongs to see what kind of content the group members are mostly engaging with.
For example, Flop2Hit educates and empowers aspiring and early stage entrepreneurs. So, I joined groups related to startups and entrepreneurs.
My target was furthermore an Indian audience. So, I only joined Indian Facebook groups.
Many of the groups I joined were either full of spam posts (with absolutely no engagement) and some of the groups didn’t even allow posting content.
This meant that the job was not that easy, but I didn’t give up hope and then hit the jackpot: A specific piece of content related to Indian startup losses was making the rounds in a couple of the groups.
FlipKart was making losses (in fact they still are) and people had differing opinions about these losses. This content had the highest number of engagements across all the groups.
This made me think that I should create content about Indian startups making a loss.
‘List of Loss making startups in India’ was an LSI keyword that I used to boost my post on search engines and it worked really well.
My post got onto the first page within a week. Just see the image below. Will create a different post about it. Just sign up for our newsletter ( see the red bar on top of the page) so that I can let you know when it’s ready.
But, I still wanted to improve my chances further for achieving the perfect Facebook relevance score. So, I started exploring LinkedIn, because it’s highly relevant to my audience.
And, after doing a little bit of research on Indian startup losses, I came across the following image which was being shared and commented on quite a lot.
In fact, not only startup founders were sharing it and commenting on it; renowned mentors and venture capitalists were doing so as well. This made me feel as though I was on the right path to ensuring I create relevant content.
Then an interesting thing happened: I particularly noticed an ad run by one of our competitors (a big Indian media platform for startups) on Indian startup losses. (See why I say you need observations skills?) And, people were actively engaged with the post. After all our competitors were also trying to gain attention of their target audience.
This gave me solid confirmation that I was on the right path.
So, the second takeaway is to identify what content or topic your audience would mostly likely engage with and to then explore all Facebook channels (such as groups, your feed, and even other social networks relevant to your audience) for the topic.
You can do reverse engineering as well. For example, you can analyze what kind of topics your competitors are promoting and you can then search for those topic related details in other social platforms and forums to see if that’s important enough to advertise.
You can do this by spying the Facebook Ads of your competitors. Here is an informative article from SocialMediaToday on how to spy on your competitors’ Facebook Ads.
Most importantly, you must keep your eyes wide open and sharpen your observation skills.
Also, if your personal interests on Facebook are different to those of your audience, then amend yours right now to reflect your audience’s interests.
In this way, you can identify what kind of topics your competitors are getting most engagement on and what kind of content your target audience are mostly engaging with. You can even create Facebook lists to see what your competitors are sharing.
Read this article from social media influencer Kim Garst to learn how to create Facebook interest lists.
Choose the Right Facebook Ad Type
I did nothing fancy and simply selected ‘Boost Post’. Although it has limited targeting abilities, it was sufficient for my ad because my audience segmentation was not too complex.
How Did I Refine My Audience for Better Facebook Ad Targeting?
Here are the choices I made, while setting up the target audience for the ad, which helped me improve my Facebook relevance score.
Since my content was about Indian startup losses, I set the target audience location for those people living in India.
But, I didn’t choose everyone living in this location because that would also have included people who have traveled to India or people only living in India temporarily.
Age and Gender:
I targeted males between 25 and 40 years of age.
I only targeted men because, when I previously ran a couple of campaigns, women hardly responded or subscribed to my newsletter.
So, I found that women are more specific about what they want (such as female-related products), while men explore everything.
Nothing against girls, but that’s what I have found, at least for an Indian audience.
There were two reasons why I set the maximum age to 40 years.
Firstly, when I selected 25 to 40, the potential audience reach (according to Facebook) was 11,00,000 people.
When I selected 41 to 65, the estimated reach was only around 210,000 people. So, most of the people I wanted to target belonged to the 25 to 40 age bracket.
Secondly, based on my experience with previous campaigns, it’s the young millenials who engage most with content. For example, a 20-year-old person engages more with content than a 35-year-old person would. So, the higher the age is set to, the less the engagement there will be.
Am I making a general statement?
No, it’s backed by science called convergent evolution.
In evolutionary biology, convergent evolution is the process whereby organisms not closely related (not monophyletic), independently evolve similar traits as a result of having to adapt to similar environments or ecological niches.
I’m not sure about you, but I’ve often noticed that my wife and I think the same way. This example may sound stupid, but it works for me.
So, remember, if you’re targeting an audience in your own age group, it’s more likely that they would think in the same way as you do.
To identify the interests of my target audience, I first made a list of my competitors’ websites.
If I missed a good name, Facebook’s suggestions helped me refine the list. In this way, I keyed in all my competitors’ names to see how many people can be targeted per interest.
Eventually, I found the site (a financial magazine which publishes news related to my content about losses and profits for Indian startups) which had the highest number of people interested in it.
Without delaying further, I simply selected that site as the interest for my target audience.
Although Facebook claims that expanding the interests may result in more link clicks at a lower CPC, this had not work for me earlier. So, I didn’t check this box.
I wanted visits, so I optimized the campaign for link clicks, but made sure that Facebook only charges me for impressions.
I got the idea for setting it up this way from the eminent Facebook ad marketer Jon Loomer. He suggests that going for clicks may increase the ad costs and it’s true.
Also, to ensure your ad delivers as you want it to, you must be patient and keep analyzing.
It takes 24 to 36 hours for the Facebook algorithm to optimize your campaign to deliver the best results.
So, I would say you need to give it at least 36 to 48 hours. If the CPC or the metric you’re following doesn’t go way above, keep waiting up to 48 hours.
My CPC initially went up to 1.15 INR. But, after 24 hours, it came down to 30 paise (as shown in the image).
The CPC sometimes even depends on the day of the week your ad is running. For me, Monday appears to not be a good day, while Sunday seems to be the best day as I get the best results.
So, don’t lose hope, just have patience and keep your eyes on it.
Does the Image Play a Key Role?
I would say that the answer to this question lies in A/B testing.
If you’re not getting the results you want, keep changing your audience or image.
For example I used the below image from Pixabay (a website with 130,000 free photos). Do you find it compelling? No matter, it worked for me!
All my research, analysis, and testing helped me get a perfect Facebook relevance score of 10/10.
The strategy you use could be different based on your objectives.
For me, it was getting traffic to my page, while you could be targeting signups for your products.
But, no matter what your objective is, you can use my findings as a guide and keep doing A/B testing.
Just don’t make things too complex. Setting up too many parameters or constraints may not be as helpful as you would think. Rather keep it simple and don’t forget to experiment.
So, how is your Facebook ad going? What Facebook ad relevance scores have you achieved so far? Do you have any tips to share or questions to ask? Please feel free to leave your comments below or simply ask on the messenger.