Ad relevance can improve your ad’s position on the search engine results pages, secure more leads, and generate a higher ROI!
This begs the question: What is ad relevance and how exactly can you increase your ad’s relevance on Google?
This internet marketing company in Florida will tell you what you need to know.
Ad relevance refers to how helpful an ad campaign is in satisfying a user’s search intent. It also shows how closely a campaign matches a user’s search in terms of keywords, ads, and post-click landing page.
For example, if you search for “CRM for Small Business”, this ad will appear:
The ad relevance here is strong because the terms used in the search are found directly in this ad's headline. This leads to more clicks and higher conversion rates.
Here are a few things you want to keep in mind about ad relevance:
Ad relevance is important because it can help you rank higher on Google search results, lower your cost-per-click, and give you the opportunity to earn more clicks for the same budget.
To Google, ad relevance is important because it is what users want. Searchers want to find results that are helpful and will aid them in achieving a certain goal. So, it’s Google’s job to encourage advertisers to make relevant ad campaigns.
Google Ads uses the Quality Score metric to identify at which rank your PPC ad should appear in the paid search results and how much you should pay per click.
Quality Score has three main criteria:
A high Quality Score means that your ad, landing page, and keywords are relevant. The higher the Quality Score, the higher the ad position and the lower the cost-per-click.
On the other hand, a low Quality Score means that your ads, keywords, and landing page are irrelevant. When your ad is irrelevant to a user's query, there's a big chance that prospects won’t click it.
Each of the criteria above is evaluated with a status of:
Poor ad relevance can usually be traced to one of two factors:
As your trusted internet marketing company in Florida, we suggest that you check your account structure to make sure your campaigns and ad groups are laser-focused around a keyword theme.
The more your ads match your keywords and the user’s intent, the more prospects will likely click on your ads and convert.
So, your ultimate goal is to figure out the key terms your intended audience uses to search for each of your offerings online and the intent behind their queries.
This way, you can group similar keywords/variants and create ad groups that match their search terms.
Research your keywords and their close variants. As the leading internet marketing company in Florida, we recommend that you choose long-tail keywords. More specific key terms tend to capture leads that are closer to a point of purchase compared to more generic terms.
For instance, if you're a divorce attorney promoting your services in Miami, use a long-tail phrase like "divorce attorney in Miami" instead of just "attorney" or "divorce attorney."
Using long-tail keywords in your ads and landing page will make them more relevant to what a user is searching for online.
One way to be more relevant is to make sure that your campaigns and ad groups are focused on a specific product or service.
For example, if you’re a jeweler that specializes in rings, you should create a different ad group for every kind of ring there is – one for engagement rings, one for wedding bands, one for promise rings, and so on.
Check your ad groups and see if they contain many different keywords that cannot be covered by a single ad. Group the same keywords into themes. These themes can be based on your offerings. Then, create more specific ad groups based on these themes to better match a user’s query.
For instance, if you do flower arrangements for a living, you can have a group of keywords for “Mother’s Day” and another group for “Anniversaries”.
Your goal is to match the users’ search terms with the language of your ad text to boost your Ad Relevance.
When people see their search terms in your ad text, they will automatically think that your ad is relevant to what they’re looking for. So, they end up clicking it.
This means that it’s crucial to include main keywords in the headline and description lines in your ad text.
In the example below, we can see that the long-tail keyword is “emergency dentist Miami FL,” so it’s incorporated in the headline. A close variant, “dentist for emergencies,” is also used in the description.
Landing pages are one of the most effective ways to secure leads and generate sales from a PPC campaign. This is why you must optimize the post-click experience by sending prospects to a highly relevant and personalized post-click landing page.
So, how exactly can you create a highly relevant landing page that will boost your ad relevance? Consistency and continuity are the keys.
Here’s how to achieve this:
Simple ads tend to be more effective at capturing your target customer’s attention compared to complex ones.
Since you only have a very small window to try and gain a user’s interest, it’s best to keep your ads simple. Focus on your keywords, what you have to offer, and your unique selling proposition. Then add a compelling CTA that encourages clicks.
It’s never a bad idea to test your ads to determine which strategy works best for this campaign and your intended audience. This can help you optimize the performance of your campaigns and improve future campaigns as well.
Experiment with different keywords, ad copy, offers, power words, CTAs, and more to see what will get your ideal customers to click and help you achieve your goals. Google rotates ads within an ad group continuously, which is useful for helping you see exactly what does and doesn’t work.
Always review your ad performance. If you don’t like the results you’re seeing, don’t hesitate to make tweaks and split test your campaigns to keep your ads relevant.
Improving your ad relevance is quite simple. All you have to do is make sure that your keywords and post-click landing pages match with a user’s query and intent. The more closely related they are to each other, the better the ad relevance.
Getting your ad relevance right also results in overall campaign advancement. Make it a point that your ad relevance score always hits an “above average” rating to secure a top spot in Google search results and lower your CPC!
Digital Resource is an internet marketing company in Florida that specializes in helping small businesses promote their business online. If you’re not getting the returns you expect from running ads on Google, don’t hesitate to ask for professional help.
Contact us today so our team of digital marketing experts and advertisers can work with you to create a custom PPC strategy that will enable you to get better returns for the same budget.