Google Ads – Quality Score – Ad Relevance Explained

In the previous post, we have looked at Quality Score in Google Ads and how important a role it plays in optimizing our ads for a lower cost per click and getting a higher position on Search Result’s page. Ad relevance is one of the primary components which impacts the Quality Score.

We would always like our quality score to be higher. The easiest way of getting a higher quality score is by increasing Ad relevance. We say it is easy because a lot of what we can do to get a higher ad is in our control. Let’s try to understand why I say that, but we should understand what Ad relevance is before that.

Ad relevance measures how closely related your keyword is to the ad. If we have an ‘average’ and ‘above average’ score when compared to all other keywords across Google Ads, then we are in a good spot. However, Google Ads will show a warning next to the keyword if it is ‘below average.’ It means that your ad or keyword may not be specific enough or that your ad group may cover too many topics. Whenever we have a ‘below average’ score of Ad relevance, we should quickly work on increasing its relevance.

To know how to check your Ad relevance, you can read our article on Quality Score.

How should we fix the low-quality score component issue for Ad relevance?

  • We should make sure that the keywords used in an ad group are closely related, and the ad is specific to the keywords used.
  • Alternatively, we can even exclude it from our ad group, so our audience receives the right ad for the right keywords.

Points to note regarding Ad relevance:

There is also a possibility that you have high quality but low ad relevance because the other factors for calculating quality score perform well. However, it is essential to have high ad relevance as we want our audience to see the right ad copy for the right keyword. Hence, even if our quality score is high, we should make sure that the ad relevance is average or above average; the higher, the better.

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