RELEVANCY
Facebook tries to show us the ads that are most relatable to us. They do this in ads with the use of relevance. Taking relevance into account helps ensure that people see ads that matter to them, leading to a better experience for people and businesses alike.
Relevance score is calculated based on the positive and negative feedback an ad receives from its target audience (the targeting you chose when creating the ad).The more positive interactions an ad receives, the higher relevance score.
A higher score can lower the cost of reaching people, overall getting more bang for your buck!
Put simply, the higher an ad’s relevance score is, the less it will cost to be delivered.
FREQUENCY
The average number of times your ad was served to each person, that the frequency.
Too high a frequency can cause what’s called ‘banner blindness’. The average brain is exposed to around 2,000 ads per month. That’s a lot of advertising, and after a while the brain develops a sort of self-defense mechanism: it completely filters out banners from the content its viewing.
My Facebook rep advised me that if ever the frequency reaches 3%, turn the ad off immediately. Too many people have seen the same ad too many times. And that can get annoying; you don’t want to bug potential customers.
WHY THEY MATTER?
You want to show the right content to the right people, and a high relevance score is seen by the system as a positive signal you’re doing just that!
You don’t want to make users mad by shoving advertisements down their throats. Keep the frequency low and users happy; negative feedback can hurt you!
