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Ad Relevance


What is Ad Relevance?

Ad relevance refers to how closely your ads and landing page match the a user’s keyword search.

High ad relevance indicates that your ad is likely to be useful and pertinent to the searcher’s needs, and is a signal of quality for ad platforms like Google or Meta (Facebook, Instagram). High ad relevance can also improve user experience and the performance of your ads.

How is Ad Relevance measured?

Google looks at several factors to determine if an ad is relevant or not. Some factors include:

  • Keywords: how closely related are your keywords and ad text?
  • Ad copy: Does your ad copy and imagery match the search query or audience?
  • Landing page: How relevant is your landing page to the ad?

These factors (and more) are reflected in your Quality Score, a metric that combines ad relevance, expected click-through rate (CTR), and landing page experience. A higher Quality Score signifies better ad relevance, which can lead to lower costs and better ad placement.

Why is Ad Relevance important?

Improving your ad relevance will lower your cost-per-click (CPC) relative to your competitors bidding on the same keywords with a poor ad relevance.

Here’s why:

  1. First, it impacts your Quality Score, and can affect your ad’s cost and position on the search results page.
  2. Second, ads with high relevance are more likely to meet user needs, resulting in higher engagement rates, better CTRs, and improved conversion rates.

Ultimately, focusing on improving ad relevance can lead to a better return on investment (ROI) by driving more qualified traffic to your website at a lower cost.

How can I improve my Ad Relevance score?

Improving your ad relevance score is not as simple as improving your ad. There are many factors that determine relevance, so here are four areas to consider:

Group Similar Keywords Together: Tightly group similar keywords into a single Ad Group to ensure those users receive matching ad headlines and landing pages that match your audience’s search intent.

Match Headlines Throughout: Your ad text and your landing page headlines should match the users search term as closely as possible. This ensures a consistent message for the user and Google’s Adbot will boost your ad relevance.

Avoid Using Broad Match Keywords: Creating broad match keywords allows Google to serve your ads to users with loosely related search terms. This can decrease your ad relevance because the the search terms may not match your ad or landing page headlines.

Use Ad Extensions: Include ad extensions with additional, relevant information and options to users. There are many extension types to choose from, and they can be used in combination with each other.

Additional tips to increase your Ad Relevance

Improving ad relevance on Facebook and Instagram Ads is slightly different than search engines like Google. With Facebook/IG, tailoring your ads to the interests and behaviors of your target audience are more important. Here’s how to increase ad relevance:

  • Audience Targeting: Utilize Facebook’s robust targeting options to narrow down your audience to those most likely to be interested in your offer. Target based on demographics, interests, behaviors, and more to ensure your ads are seen by a relevant audience.
  • Relevant Ad Content: Use engaging visuals and copy that speak directly to the interests, needs, and pain points of your audience. Personalize your message to increase relevance and connection.
  • Ad Formats: Choose ad formats that best suit your campaign goals and audience preferences. Whether it’s video, carousel, or single image ads – select formats that are most likely to engage your target audience and convey your message effectively.
  • Review Engagement Metrics: Monitor and optimize for engagement metrics such as likes, shares, and comments. High engagement may indicate that your ads are relevant and resonating with your audience. Adjust your content strategy based on engagement data to improve relevance.

Frequently asked questions

Can ad relevance affect my ad costs?

Yes, higher ad relevance can lead to a higher Quality Score, which often results in lower cost-per-click (CPC) rates and better ad positions.

Do negative keywords affect ad relevance?

Yes, using negative keywords can help improve ad relevance by preventing your ads from appearing for unrelated or irrelevant queries, ensuring your ads are more targeted to the right audience.

How does Google determine the relevance of my landing page?

Google evaluates the content of your landing page, its usability, site speed, and how well it matches the intent of the keywords and ad copy. Make sure your landing page is informative, relevant to the ad, and offers a good user experience.

Related glossary terms:

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