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Ad relevance

What is ad relevance in Google Ads?

Google defines ad relevance as how closely an advertising campaign matches a user's search intent. It's a crucial factor in determining the success of your Google Ads campaigns.

When your ads are relevant, they are more likely to capture users' attention, generate clicks, and ultimately lead to conversions.

How does it work?

Google assesses ad relevance through various factors, including:

Keyword Relevance:

Google Ads allows you to select specific keywords that trigger the display of your ads. You should focus on choosing keywords highly relevant to your target audience's search intent.

When your keywords align with the ones users search for, Google recognizes the relevance and shows your ads to potential customers.

Ad Copy: 

The text and messaging within your ads play a significant role in determining their relevance. Craft compelling ad copy that communicates the value proposition of your offering.

Align the ad copy with the keywords you have selected to increase relevance. Including the keyword in the ad headline or description can help improve ad relevance and click-through rates.

Creating unique and engaging ad content that differentiates you from competitors and resonates with your audience is crucial.

Landing Page Experience: 

This web page is where users are directed when they click on your ad. Google considers the relevance and quality of the page as it impacts the overall user experience.

Ensure your landing page closely relates to the ad content and offers relevant information or products/services. It should provide a seamless and engaging experience, loading quickly and being mobile-friendly.

A well-designed landing page with high-quality content and a clear call-to-action improves ad relevance and boosts conversions.


To assess ad relevance, Google employs machine learning algorithms and user feedback.

When users interact positively with your ads (e.g., clicking, spending time on the landing page, or converting), it signals to Google that your ads are relevant and valuable.

On the other hand, if users consistently ignore or quickly bounce from your ads, it indicates poor relevance.

Google Ads uses a quality score system to measure ad relevance, ranging from 1 to 10 (with 10 being the highest).

A higher quality score indicates better ad relevance and can lead to benefits such as lower costs per click and higher ad rankings in the search results.

Tips for improving ad relevance in Google Ads

  • Use long-tail keywords, which are more specific and have lower search volumes than short-tail keywords. This means they are more likely to be relevant to your target audience but may also have lower competition.
  • Add negative keywords to your campaigns. These are words or phrases you don't want your ads to be shown. For example, if you sell shoes, you might add the negative keyword “free” to your campaign settings. It will stop your ads from showing for searches like “free shoes.”
  • Track your results: Use Google Ads' reporting tools to track the performance of your ads and identify areas where you can improve. 

Related Terms


What is remarketing? Remarketing, also called retargeting, is a digital marketing approach that engages audiences who previously interacted with a brand to encourage specific actions.

Ad Variations

What are ad variations? Ad variations are different versions of your ads that you create to test and optimize your campaigns, which can help you

Ad Scripts

What are ad scripts? Ad scripts are snippets of code written in JavaScript that allow you to automate and customize various aspects of your Google

Activity rate by channel

What is ‘Activity rate by channel’? Activity rate by channel measures how often users engage with your ads across different advertising channels. This metric considers actions


What is Abandonment-rate? Abondment-rate is the percentage of users who click on a Google Ads ad but then leave the landing page without completing the

Brand-Focused Shopping Campaign

What are Brand-Focused Shopping Campaigns? Brand-Focused Shopping Campaigns are a type of Google Shopping campaign that targets users who are searching for your brand or

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