Google AdWords – Improving Relevancy


Having high ad relevance can aid in increasing Quality Score, while simultaneously helping to give your Ad Rank a definite boost.


Carl De Lucia on Google AdWords

Having a higher Quality Score can help you drive in more clicks with the same budget. When optimizing a Google AdWords campaign, you can run into the the keyword status of “below average”, regarding ad relevance. This typically occurs when your keywords and the content within your ad copy have very low relevance. This will negatively affect the overall user experience, since the query will not match the actual ad’s content. In the end, the ad ends up being irrelevant to the user’s search query.

Maybe you have too many unrelated keywords in just one ad group and they are not tightly-themed. In this case, the ads will not directly relate to the keywords and will not work to their fullest potential for your campaign. The Google algorithm interprets this lack of relevance between your keywords and your ads as a negative consideration, and punishes you with a “below-average” level of ad relevance. The good news is that in Google AdWords, keyword statuses can be easily identified when hovering your cursor over the speech bubble of each keyword.

When a “below average” keyword is identified, it’s best to correct this problem so it doesn’t spread and negatively affect the performance of your campaign. Ad relevance is one of the main factors Google takes into consideration when calculating your quality score. Consequently, resolving this issue is of great importance since a lower Quality Score will result in lower Ad Rank and ultimately, either more expensive clicks, or not enough clicks. 

Here’s some tips to improve your campaigns: 

Create Tightly-Themed Ad Groups

It’s a good practice is to create an individual ad group for each product or service you want to bid on. A good guideline is to have between 5-15 keywords in each ad group.

Create Ads that Reflect Keywords

If your ad group’s name is “New Cars”, be sure that only new car-related keywords and close variants are included. Don’t use the keyword tool and take their suggestions unless the suggestions are closely related to every other keyword in your existing ad group. You don’t want to focus on quantity. 

Write Text Ads that Include the Actual Keywords

Include the main keyword in the ad title and in the description lines.

Main Keyword in the Display URL

If you have sufficient space, you could place a forward slash (/) at the end of the domain and  include a keyword in the display URL.



One Keyword Ad Groups

A major obstruction to AdWords performance is when people decide to bundle 20-30 keywords in a one ad group. Usually people do this because the keywords share a theme, or they are similar. Google actually recommends that you do this. However, Google recommends a lot of things in AdWords that will absolutely be detrimental to your campaign. In this case though, too many keywords means it’s going to be challenging for you to match your keywords to your ads. And that could lower your overall ranking. If you have 30 keywords in one ad group, you should have 5-10 ads set up for that same ad group. Your ad is more likely to show up higher when the keyword matches the ad text. In search marketing, the slightest difference in ad text could mean the difference between somebody clicking your ad, or your competitor’s ad. 

What’s more is that when you have a super profitable keyword, one that is driving a ton of ROI, you want to direct as much money to that keyword as you can. So, why would you have an ad group with 30 keywords in it when you have one keyword that is out-performing the rest? Those dollars that are going toward those “meh” keywords could be going toward profitable keywords that actually work for you.

When you have an ad group with only one keyword, your ads are specific, your ad score goes up, your CTR increases and Google will show your ad more often because they know that you are providing what their users are looking for. 

Utilizing Dynamic Keywords

Just as your ads should match your keywords, so should your landing page. That means you will have to design a landing page for every keyword. That’s a lot of landing pages. Luckily, I’m kidding! You only have to build one landing page. 

AdWords has what is called dynamic keyword insertion where you can essentially take the text on your landing page and change it with what you specify in the custom URL parameters. This will give you the ability to create a landing page focused on a theme and then change the text on the page so that it’s customized to fit the user’s query. 

This shows Google that your landing page is relevant, which again will increase your scores in AdWords, because as you know, higher relevancy means higher CTR. 

If you implement these strategies your ads will become more relevant to your leads and will result in increased ROI.