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If we were to sum it all up, brands work hard to stay relevant, to be fitting for the times. In marketing, relevant is just as important. If your ads have a high relevance, it can contribute to a good Quality Score and Ad Rank.
If you’re wondering what good that does you, we’ll help illustrate the importance.
A good Quality Score can help you drive in more clicks with the same budget while ad rank gets you exposure for your products and services.
Given that ad relevance fuels both metrics, it’s something to focus on as a digital advertiser.
If you have a moment before you get back to your Google ad campaigns, take a closer look at ad relevance for some improvements you can consider.
What Is Ad Relevance?
Though we already walked through some of the benefits, it’s best to get definitions down before reviewing ways to optimize this metric. Ad relevance measures how closely related your keyword is to your ads. It’ll rely on the relationship between keywords, ads, and post-click landing pages.
Your keywords will fall into one of these three categories:
- Above average
- Average
- Below average
Note: The first two statuses are common when compared to all other keywords across Google Ads. However, a “below average” mark will indicate that your keyword may be too vague to be triggered effectively by search engines.
Why Do I Have Low Google Ad Relevance?
If a “below average” ad status is your issue, this usually means that your keywords and the content don’t align with your ad copy. This disconnect will interrupt the user experience.
Consider this: The pandemic is over, and you’re eager to go on your first trip with loved ones. You realize that you need hiking shoes. So, you go online and search for some. You see an ad with some hiking shoes, so you click on it. When you arrive, there are some fashionable sneakers and some running options, but no hiking shoes. This broken journey creatives dissatisfaction and is a negative user experience. Low ad relevance means that the destination content doesn’t match up to the content on your ad. You’re giving users the runaround, and search engines will catch on soon enough. Moreover, the search engine algorithm interprets this as a negative experience and punishes ads with a “bad grade.”
As a user, the next time you see an ad for this site, you might be less inclined to visit the page and revert to another one.
Tip: Check to make sure that you do not have too many unrelated words in one ad group and they are not tightly-themed. When this happens, the ads will not directly relate to the keywords and will not work to their fullest potential for your digital ad campaign.
Another tip: Use Google AdWords to identify the status of the words you will be using.
Why Is Keyword Relevancy Important?
Though the above has painted a clear picture of its importance concerning exposure, ad relevance is one of the main factors in calculating the Quality Score of your Google Ads campaign’s keywords. Consequently, indirectly focusing on ad relevance leads to less expensive clicks.
How to Improve Google Ads Ad Relevance
1. Create Tightly-Themed Google Ad Groups with Only Related Keywords: Use individual ad groups for each product or service you want to advertise. A good guideline is to include 5-10 keywords per ad group.
2. Double Checks That Ads are Closely Related to your Keywords: For example, if your ad group is named “Fishing Gear,” make sure only to include fishing gear-related keywords and close variants.
3. Keywords in the Ad Copy: Use main keywords in the ad title and at least one description line.
4. For Best Practices When Writing Ads When writing compelling ads, we all want to be creative, but sometimes using fancy catchphrases in the ads’ titles and description lines can backfire on you. This happens when the ads’ words are not the same as the keywords in the ad group.
5. Include a Main Keyword in the Display URL: If there’s room to spare, place a forward slash (/) at the end of the website domain and then include a keyword in the display URL (i.e., www.demo-page/Keyword-Here).
6. Choose the Right Landing Page and Exclude Missing Keywords: Google is always on the lookout for relevance. Make sure that ad content matches the landing page.
Tip: Advertisers can also create specific landing pages for each campaign.
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Conclusion
As you’ve gathered, investing in good ad relevance is essential as it will influence other performance indicators in your campaigns. Our team is continuously keeping our readers informed of what they can watch out for to keep this from falling. We hope this post has been useful to you.
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