If you want an ad campaign to be profitable, its crucial that your ad is shown to the right audience. Your ad promoting beard oil might have the best copy, images and offer but it will never convert well if its shown primarily to a female audience.
The ad would be irrelevant, and you would receive a relevance score which reflects this.
Its not enjoyable (or profitable) to run a campaign that doesnt resonate with your audience. Fortunately, poor relevance is a problem you can solve.
Relevance is one of the most important yet under-discussed metrics for Facebook advertisers. This metric is calculated based on implicit and actual feedback that Facebook expects the ad to receive (both positive and negative). The score is updated as people comment on the ad, like it and click through to your landing page (or not).
The ideal relevance score is 10/10. Although this is not common, its certainly attainable, and you should always be striving to hit this target through split testing and optimizing.
Achieving a high score decreases your cost per click (CPC) and ensures your ads are delivered to your target audience ahead of competitors with a lower relevance score.