Ad relevance

What is ad relevance?

Ad relevance is the rating of how well your ad matches the intent behind your keyword. It is one of the three components of Quality Score and is rated below average, average or above average. A low rating often comes from ad groups with keywords that are too varied.

Why is ad relevance important?

• Part of Quality Score: you see whether your ad fits the keyword.
• Better match with the searcher: an ad that answers precisely invites more clicks.
• Points to your setup: a low score often points to a campaign structure that is too broad.

Examples of ad relevance

• An ad group with running shoes and hiking boots and one ad about running: for hiking boots, relevance is probably below average.
• The same keywords in two separate ad groups with their own headlines: relevance can improve.

How do you improve ad relevance?

Group keywords that belong together in one ad group and mention the topic in the headlines and descriptions. A solid structure is the basis of every Google Ads campaign.