Facebook is now going to reveal relevance scores to marketers in the hopes it will improve ad quality. Google has been using a quality score for years.
They explain it like this: The 1-10 Quality Score reported for each keyword in your account is an estimate of the quality of your ads and landing pages triggered by that keyword. Having a high Quality Score means that our systems think your ad and landing page are relevant and useful to someone looking at your ad. You can find out your Quality Score for any of your keywords.
Ritu Sharma covered the Facebook announcement on PageTrafficBuzz.com:
Like Google, Facebook also uses a mix of bid price and relevance scoring to determine whether the ads should be shown. Starting this week, as an incentive for advertisers to improve the quality and relevance of their ads, the company has decided to expose the “relevance scores” to marketers.
Facebook’s “relevance scores” is effectively and estimate of the ad’s targeted alignment within its target/intended audience. Facebook believes that the exposure of “relevance scores” will produce a “win-win-win.” Better ads will be more appealing to audience and will help perform better for the marketers and generate more revenue for Facebook, making it a threefold winning approach.
In its blog post the company explains how relevance scores are determined:
Read the full article here