Really connect with your target audience: this is how you beat the Facebook Relevance Score

Guest blog by Joost Nusselder from decisiontree.nl

How Facebook ads work

Facebook sponsored messages with high engagement rates are assigned high Relevance Scores. These messages are rewarded by the Facebook Ad algorithm with increased visibility at lower costs.

The cost per click for a sponsored post with an involvement of 1% can be around 3 to 5 euros per click, but if you can increase the involvement to 10%, your CPC will drop to around 25 cents.

But HOW do you make the content you are trying to promote a 10% + clickthrough rate?

Introduce the Facebook targeting strategy

The normal way to increase relevance and clickthrough rate on Facebook is to be a little picky with your ad targeting. No matter how boring your sponsored content, if you only get it for a targeted audience, they will interact with it. For example, married dentists who are interested in new techniques in dental prostheses. I would not click through or comment, but she might.

This is a very valid strategy to increase the engagement of your posts. Everyone who sees sponsored content is completely in your market. The problem is that you target a much too defined group, which means that you only show your ad to a very small group of people.

Reach a larger audience with overlapping target groups

If you want to reach more people at lower costs, you will have to make the sponsored content relevant to them. This new advertising targeting strategy on Facebook has the potential to dramatically increase the involvement of your sponsored mail and your Relevance Scores. A larger reach at lower costs per click.

The idea here is to focus on two completely different interests. Two large target groups and we only focus on the overlap. This strategy of overlapping target groups makes the ads more interesting by appealing to two or more different interests of a user.

Suppose you are a service provider and you focus primarily on smaller companies. Companies with a small budget but with a great need for what you sell. You can target all your ads to this target group, but small business owners are still a very large group of people and it will be difficult to reach this large group with a small budget and expect engagement.

You therefore focus on an overlapping target group. You choose a second target group. The great thing is that you can choose any interest group you want, as long as it is reasonably large in the Dutch public, for example: fishing.

Now you can focus in your advertisement on a link between fishing and your service. This can already be, with our automation software you have more time for the important things in life. You address people with a good accompanying text and a catchy headline over the image. Not only about their work, but also about their hobby. Much more effective than a boring stock image of a laptop or something similar.

Conclusion

Are your click through rates on Facebook too low? Are your Relevance Scores lower than 5/10? Are you stuck promoting the same boring ads that never get more than relevance score 2/10?

Then give it a try with the overlapping targeting strategy. Your target group, that is also people. People with more in their lives than just their company, or just their job. By combining your audience with another large interest group and adjusting your ads accordingly, you can improve your advertising targeting, double your clickthrough rates and beat the Facebook Relevance Score!

Guest blog by Joost Nusselder from decisiontree.nl