We all know that Google AdWords has Quality Score as one of their main ‘tools’ for checking the quality of ads served to their users. By checking keywords and landing pages triggered by selected keywords, Google evaluates ads from 1 to 10 and the higher the score is, the better the ad is. Logical. This is actually checking the quality of user experience because if user really got what he wanted when he clicked the ad, than this ad is successful and relevant. And good. And has higher ad position and costs less. Easy.
And now Facebook marketers will get something like this called “Relevance Score”. Again because Facebook’s main intention (as usual for everything they update) is to improve ads quality. Facebook is also using algorithms to calculate ads value and depending on these results they serve best ads and set right prices. The same logic as Google – the better the ad is its price is lower and it has higher relevancy resulting in better positioning. Continue reading