If they react positively (such as interact with it or click it to a landing page), the score goes up; if they react negatively, by telling Facebook they don’t want to see the ad, the score goes down.

You’ll get a relevance score for each ad you run, which will be a number between 1 and 10, and it’s measuring (you guessed it!

) how relevant your ad is to the audience you’re targeting.

Keep in mind that a high relevance score won’t automatically mean high conversions—your copy might still need tweaking—but the ad itself will be considered relevant, and that will mean a lower cost.

Your relevance score will likely continually change as more users interact with your ad.

If, for example, I sold yoga equipment, I might think I’d only have to worry about other brands that sold yoga or fitness products. You’re in direct competition with every other marketer who wants access to that particular customer.

That particular customer that I, as a yoga mat salesperson, am targeting is not going to have yoga as their only interest.

We’ve discussed above that Facebook Ads works on a bidding system.

It’s important to note that a common misconception of marketers is that they’ll only be in competition with those in their industry, like they typically are in sales.

If you’d like to skip ahead to the 2016 data, click here.