Ad relevance in Google Ads

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What is ad relevance?
Ad relevance , as defined by Google, is the status given to a keyword based on the relevance of the search terms generated by users to the ads those users see.

Ad relevance is one of the three elements that make up the Quality Score , as we explained in this other article .

As with all elements that make up the Quality Score , we can obtain three results: investor leads email database below average , average or above average , the latter being the best possible result. This result will influence the final numerical result that we have for Quality Score .

Why is ad relevance important?
Ad relevance is important for two main reasons.

The first is that, as part of the Quality Score , the result we obtain in the ad relevance affects this key KPI. In this sense, if we have better ad relevance, we will pay less CPCs and our ads will appear in better positions, thanks to a better Quality Score .

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Importance of ad relevance
The second reason is the click-through rate we get per total impressions (CTR). If our ad is highly relevant to the user's search term, these users are more likely to click on the ad. This generates a higher CTR and therefore more clicks and more visits to the website.

It is about offering users the solution they are looking for, so the advertisement we offer them has to generate answers to their questions and therefore be relevant to them.

How to improve the ad relevance of our keywords?
There are several things we can do to get better results in terms of ad relevance :

1. Include the main keyword in the ad text: If we add the main keyword, with its variants, in the ad text, preferably in title 1 and in the description, we ensure that we are responding to the needs of users, since they have searched for exactly what we are showing them in the ad.

For a search for “black iPhone 11,” an ad like the one below would get an ad relevance of above average .

Ad relevance example
2. Test with multiple ads: Once you have two expanded text ads and one responsive ad , as recommended by Google, it is best to create new ads to test whether they get a better CTR and to see whether the ad relevance of your keywords improves by incorporating a search term in the titles that you had not previously incorporated.

3. Segment ad groups into a few keywords: The fewer keywords you have per ad group, the easier it will be for ads to be relevant to the keywords. If you have sufficient volumes, we recommend that each keyword (in all 3 match types) has its own ad group with its own specific ad.

4. Make ads that offer solutions and don't seek easy clicks: Try to make ads focused on solving problems and not generating easy clicks. You can include a CTA so that the user knows exactly how you can help them.

Conclusions
Ad relevance is a very important element of the quality and optimization of your Google Ads account.

Always keep this in mind when structuring your campaigns and ad groups , as well as when generating copies of your ads, and you will see how little by little, you will generate more and more clicks and at a better cost, with the same keywords that you had previously.