Facebook makes use of a blend of relevance scoring and bid price in order to determine which ads to propose, much in the same way that Google does. As from February 2015, the social networking giant is going to share their relevance scores (RS) to marketers. This initiative aims to encourage advertisers to work on improving the relevance and quality of their ads.
With the RS, Facebook is striving to provide targeted ads to its users. By exposing the relevance scores, Facebook is hoping to strike a win-win-win situation, where the marketers, Facebook users and the company itself would be able to benefit from better targeted ads. Continue reading