Digital Marketing Terms Explained: What is Ad Relevance?
Today, we kickstart a new series of blogs to serve as a glossary for common and not-so-well-known Digital Marketing terms. Over time, we hope that we will be able to create a rich repository of knowledge and share our digital marketing expertise with readers and clients.
The term for today is ‘Ad Relevance’. Simply put, relevance in this context refers to how useful the information you offer is in relation to a customer’s search term.
Google determines relevance using a sophisticated, multi-pronged approach by analysing various kinds of content you offer (on your landing page, via ad copies and targeted keywords) and how well it correlates to what people are searching for. The greater the correlation between someone’s search string and the content they finally see, the greater the Ad Relevance is for your Google Adwords campaign.
Ideally, the keywords you pay to promote via Google Adwords must correspond closely with the service or product offering you wish to provide to potential customers via your website, describe on your blog, or highlight on your landing page and banner or sidebar ads.
E.g., if your target customer searches for “Camping in Kodaikanal” and are taken to your website which talks mostly about package tours in South India and has very few words related to holidaying in the outdoors, you can expect a poor relevance score. Whereas, if your website, landing page, and ad copy were all to serve up useful information about “tented accommodation in and around Kodaikanal” in the Nilgiri mountain range, you can expect an above-average Ad Relevance score.
Three Different Kinds of ‘Statuses’
Would your ad seem useless, intrusive, or misleading if it showed up after a user searched for a particular keyword you are bidding on? Would it be worth your target audience’s time to click on your ad and visit your website for more information? Google determines and rates the efficacy of your keywords to lead customers in the right direction via ‘statuses.’
To see the Ad Relevance Status for your keywords, go to the Keywords tab on your Campaigns page and hover over the speech bubble icon, next to a given keyword.
Your keyword or search string can be rated 'above average', 'average' or 'below average'. Please note that this status rating is relative to how well others who have bid for the same keyword are doing.
As you can tell, having an ‘average’ or ‘above average’ status means that your keyword is fairly relevant and that you are doing decently well, in comparison to competitors in the same space.
A ‘below average’ status is a cause for concern and indicates that your ad or keyword is not specific enough to be beneficial to those searching.
For instance, your targeted keywords or search term may be too broad-based or vague. For instance, bidding on ‘Tamil Nadu’ or ‘South India travel’ may be too open-ended if you are offering ‘offbeat’ adventure travel in tents or makeshift camps in Silent Valley National Park. Try creating a more focused, tightly-themed ad group and choose from a smaller set of keywords to ensure that your ads correspond much more closely to your service offering is.
High Quality Score and How It Relates to Ad Relevance
It is possible for your keyword to have a High Quality Score and still fare poorly on Ad Relevance (or vice versa), because AdWords looks at a different set of variables to determine keyword quality.
For instance, you may score high on quality with a keyword search 'glamping in Kodaikanal' because it is a unique search term, but may not get enough search traction if you don’t provide 'luxury tented accommodation' or 'glamorous camping' in your website. You will have to look closely at individual factors to improve overall performance.
We hope this post has been useful in defining a digital marketing term you wished to learn more about. Please keep visiting our blog for more information and contact us for expert guidance on planning and executing your next digital marketing campaign.
Vidhi Pathak | Digital Marketing Specialist
Preeti Prakash | Journalist