I’m about 99.9% sure Facebook created relevance score because advertisers were not getting that clickthrough rate (CTR) is king… check this out:
Think CTR and Relevance Score are related?
You just about NEVER see an R2 value this high with ad metrics… the closest to this I’ve seen is the correlation of CTR to CPC, and if I recall that was only around 0.5 or 0.6.
If you’ve never heard of scatter graphs and R2 values, here’s some background. Excel actually makes it REALLY easy to create one and get the R2 value at a simple level.
The point is, relevance score is just a code word for CTR, and CTR is an indicator of how well your message/creative fits your targeting.
As you may know, Mark Zuckerberg wants you to create ads people love, or ads people want to interact with at a high rate… in other words, ads that don’t suck… and that’s why unlike any other ad platform in the world, if your ads are exceptionally relevant and get exceptionally high CTR, you can get INCREDIBLY low cost clicks, engagements, video views, etc.
That said, when you’re going for conversions, the highest CTR is not always the best. In fact, we find that a more average CTR leads to better conversion rate.
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