Two questions on my mind this Friday:
#1: Ad Relevancy Score: To Use Or Not To Use?
On Facebook I’ve had ads with relevancy scores lower than 5 perform better than ads with higher scores. I was puzzled. If it’s driving conversions I’d say it’s relevant. The platform says it’s not, it’s counterintuitive to me.
But then I came across this quote: ‘determines your audience’s expected reaction to your ad creative’.
So maybe, just maybe, Facebook cannot predict user behaviour after all?
#2: Frequency is a tricky metric. How many times should one person see your ad?
From my experience it depends on the industry and market. And on ad goal, of course.
You might see that you need to serve a shoe ad 3 times before you get a specific target to convert. In contrast, for B2B contact forms your user might need to be reminded 5 or 6 times about the benefits of the product before they actually take time to fill in your lengthy form. And then you just need to track if such a high frequency affectrs your result rate or costs.
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