Understanding Ad Relevance for Google Ads and How to Improve It

Today, over a hundred customers rely on us at Plus Promotions to bring the best potentials and bankable clicks out of their Paid Search Campaigns.

But as we boast on the positive reviews and productive accomplishments, we cannot avoid the fact that it is still a tough call to generate business out of Google Paid Search. Especially, if we are ever reluctant with Ad Relevance to improve and retain a high Quality Score for your Google Ads account.

So here’s an insight on how we do it, helping our clients get the best returns on their investment on PPC Advertising Services by keeping it up with improved ad relevance for increased ad visibility.

What Is Ad Relevance and What Does It Mean For Your Paid Search Campaign

In order to understand Ad Relevance, you first need to have an understanding of how paid search works and what is a Quality Score.

Paid Search Marketing is a crucial segment in SEO wherein businesses are given the opportunity to leverage sponsored listings in the search engine for advertising mainly textual ad copy. In contrast to Organic SEO which is unpaid rankings, paid searches cost money for giving away paid rankings! But if you have this preconceived notion that you can pay your way to the top rank for your website, then it’s time to know to realise it does not work that way.

The main goal of Paid Search is to have better Searcher Experience, and thus channeling competitive conversions and brand awareness. Now, it is a constant process to keep improving your searcher experience, and the one way to know how that performance is doing is through the Quality Score Data. Moreover, you would want to have lower cost-per-click (CPC) rates too - that’s the amount you pay to feature your ads for paid rankings.

Quality Score is to be found in your Adwords Account, which sets a 10 points score-based metric system, to help PPC managers understand the position of the campaign and pinpoint the areas of improvement. Finally, this determines the bid cost of specific keywords in order to secure a remarkable search rank. The higher Google Quality Score you have, the lower your CPC rate is! Below is a picture of how the Quality Score panel looks.

While Quality Score is not really a standard Performance Indicator, or plays any role for Ad auctions, the diagnostic tool is the sanest way to track the effects of user experience of specific keywords. The rest of the judgement stems from the PPC manager’s intuition.

So now, getting back to the concept of Ad Relevance - it is the principle by which Google determines whether your keywords, ad copy, as well as the post-click landing page all say the same thing. And to keep the sync on at its best, PPC managers take Ads Relevance very seriously.

So now that it is established that worthwhile Paid Search Marketing results are heavily dependent upon Ad Relevance. Here are some key tactics to follow, in order to build authenticity and authority for your paid search campaign.

Many paid search marketers allow themselves the reluctance of not focusing on keywords themes. Some Adword copywriters copy the text from competitor’s ads and simply rearrange the text to stay out of plagiarism penalties, but don’t edit the keywords. Reusing old ad texts in new ad groups - Stop Doing It!

Be careful when selecting your keywords and pay heed to having a precise “keyword theme” that can be dispersed across your ad group as well as landing pages. Keyword themes are terms and phrases that complement the keywords and together help you reach out to your target audience with better searcher experience. Consider having at least 5 keywords in an ad group, or as many as 20. And also consider bidding on a combination of both short and long tail keywords.

Let’s make peace with the fact you can’t test the waters of Paid Advertising performance with one toe – you’ve got to dip both your feet in. By taking a range of advertisements, which include multiple elements such as separate keyword groups, dynamic ad copy, engaging elements like discounts, offers and promotional messages you have a dynamic advertising goal to generate a better impact and see what works and what doesn’t. You can get useful actions from Google Ads that automatically rotates the ads in a group and shows the ads with best performance metrics.

Now how do you lose ad relevance if you keep prioritising all the above mentioned factors? Sometimes your unique, thematic and keyword enriched ad copy can turn out to be complex, especially when you are trying to add something new, like a new product launch or a new scheme. So keep working towards reducing the alienation in the keywords theme, and make your copy as simple as possible with catchy CTAs and have text that is more descriptive than definite. For example, exchange definite phrases like “buy now” with more descriptive post-click actions like “find the perfect dress for this special occasion”.

Get a step-by-step road map for having an overall booster for your Paid Search campaign. Hear it from the expert PPC Managers and Paid Search Marketers at Plus Promotions Digital Marketing Agency - takeaway key attributes for better ads performance, reduced CPC rate and higher Quality Score to get you closer to the best possible ROI.