Dive Brief:

• On Tuesday, Facebook introduced a new feature for advertisers called "Relevancy Score" that will offer marketers a prediction on how an ad will perform on Facebook.  
• The "RS" is meant to be an estimate of how "on brand" a particular ad will be with the intended audience.
• Although RS scores will be a factor in which ads appear, the bid will still be critical in Facebook's decision on which ads to run from the auction. 

Dive Insight: 

Any additional information can be critical to success in the competitive social sphere. Facebook explained how the RS will be determined in a blog post:

"Relevance score is calculated based on the positive and negative feedback we expect an ad to receive from its target audience. The more positive interactions we expect an ad to receive, the higher the ad’s relevance score will be."

That kind of forecasting could be tough to gauge before testing a few different ads out, but the RS could help ease the complexity of A/B testing. A beta partner-advertiser said it saw conversion rates improve by 20%, so the RS is likely to be yet another helpful feature for social marketers.