High Facebook PPE Relevance Score But Low WC Relevance Score?

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Hi I'm new to e-commerce but find it very fascinating and hope to pursue it. I recently created a Facebook Post-Engagement ad for a product and it was doing well ($0.06 per engagement), with a relevance score of 9. I was using a Post-Engagement ad to gather data, and then decided to start with a Website Conversion ad. I used the same exact picture I used for the PPE ad, targeted the same audience, yet my WC ad is doing poorly with a relevance score of 4. How can the relevance scores differ so much if I'm targeting the same audience?
#facebook #high #low #ppe #relevance #score
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  • Profile picture of the author dave_hermansen
    That's something I would ask the people on the Facebook forums.

    My question is, why would you target the same exact people instead of a lookalike? That said, people who engage with a post are not necessarily people who are known to convert. Tons of people love to click the Like button who never buy anything. That could be why the relevance scores differ. It's very relevant for people who just like to click things but not so relevant for people who are known to purchase things.

    We never run any type of ad except Conversion ones because those are really the only people we care about - not people most likely to engage with a post.
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    • Profile picture of the author Neuromanix
      Thanks for the reply! I created a new WC ad with the same exact audience, but instead of using a picture I used the post that I used for the PPE ad. Suddenly the relevance score went up to 8. I don't know why this should be, as the picture and the wording are practically the same on both. Definitely something I should ask on the Facebook forums.
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      • Profile picture of the author dave_hermansen
        I would be far more concerned with the results of the ad and less on what often seem to be an arbitrary "relevance score".
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  • Profile picture of the author mohdmacki
    If i share from my experience you cant judge the ad until it has spend at least $50 on ad as that much is required for a pixel to get the ad optimized. If you can spend that much in 1 day to test and still no sales kill and try other product.
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