Best Practices for Increasing the Google Ad Relevance

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The quality score helps find changes that can improve the relevance of an ad, the experience on the landing page, and the predicted click-through rate (CTR). Discover more about it right here.

When it comes to paid search, there is always time to improve the experience of searchers, which will in turn increase the number of conversions you earn.

One approach for advertisers to gain feedback on Google Ads to assist with making strategic decisions regarding account structure, keyword selection, and ad text is through the use of quality score data.

Are the results you’re getting from your pay-per-click (PPC) advertising efforts as good as they could be? You need to understand the structure and basics of Google Ad Relevance.

1.Google’s Formula for Determining Quality Score

Managers can utilize the Quality score as a diagnostic tool to better identify the areas of their Google Ads accounts that could use improvement.

The Quality score statistic is used by Google Ads to decide where a pay-per-click (PPC) ad should show up in the paid search results as well as how much an advertiser should pay for each click on the ad.

The quality score is dependent on these three primary aspects:

When evaluating the quality score metrics in the keyword views, you should use these important components as key areas to monitor and optimize.

Begin by going over the Quality score reporting, which includes the following:

Examine the scale of the results: At the keyword level, Google Ads presents the component columns that make up the quality score.

Access past quality score performance information: It is quite simple to analyze the development of your score over time.

Export your data: This makes it much simpler to perform the analysis.

2.How to Make Use of Reports on Quality Scores

In Google Ads, the quality score can be inspected on a keyword-by-keyword basis.

To build a specialized view, you can make adjustments to the column view so that you can see the “quality score” metrics.

Keep these columns handy for future reference so that you can have a fast understanding of how the quality score is performing.


You can go deeper by comparing score changes month-over-month or even day-by-day. This is in addition to displaying the review period’s previous quality score. With new insights, you may focus on areas that need improvement.

You can see where to focus your efforts to improve this PPC account’s quality score: the projected CTR.

Try different date ranges to find historically relevant content.
Since the other quality score categories are “above average,” focus on this to increase the ad’s performance.
Let’s look at the three most essential elements that determine an ad’s quality score to improve ad ranking and lower cost-per-click.

• Ad relevace

The keyword is more relevant if there is a lot of overlap between the target term and the ad copy.
In most cases, you will observe poor ad relevancy due to the following:

Ad groupings that are not highly concentrated on a certain term or theme. It looks like ads were moved from one ad group to another without the keywords being changed or adapted to fit the new ad copy for the new ad group. The relevance of your posts will increase if you have a well-structured account. Make sure that your advertising groups and campaigns aren’t too large and that they contain topics that are highly specific.


  1. To begin, check to see that the most important keywords are included in the advertisement copy. If at all possible, you should try to include these in the fields designated as the headline, body, and display path.
  2. Determine whether or not the adverts match the intent of the terms that were searched for. In the event that this is not the case, the ads in question should be relocated to a different or brand-new ad group that has language that is more pertinent.

• Landing Page Expirience

If you want clicks to convert, your landing page must be user-friendly. The landing page should be easy to navigate and feature the marketed goods prominently. If a user must fill out a form or download something, explain the next steps. After filling out a form, users can sign up for a free trial. If they click “download,” a PDF of the booklet will download.
Carry the ad copy’s message to the landing page to boost our quality score. If both the keyword and the ad promote thermal mugs, the ad should contain the phrase “thermal mugs,” and the landing page should include thermal cup products. This ensures that the searcher finds your landing page useful. This improves your quality score.

Advertisers also want to test mobile landing pages. Google has a tool that shows how quickly and how mobile-friendly a page loads. Google reports that 50% of mobile site visitors abandon sites if pages don’t load in 3 seconds. Slow or multiple redirections, large pages, or a slow server can slow load time. Also, Google Ads evaluates mobile landing pages, so advertisers should prioritize mobile.


  1. Use landing page copy to tell users what will happen after they take an action to boost usability and conversions.
  2. Use Google or a similar tool to evaluate the landing page. Verify results on multiple pages.

• Expected CTR

Google Ads determines the ad’s predicted CTR, or click-through rate. Ad rank and ad extensions aren’t considered in predicted CTR. The estimated CTR differs from Google Ads.

The projected CTR depends on the keyword’s performance in the account and other advertisers’ accounts. Pausing keywords stops quality scores from changing.

Low or below-average CTRs might have many causes.
One is keyword-unrelated ad copy. Someone searching for [heated mugs] is less likely to click on a kitchen ad.
Even when the keyword and ad copy are closely linked, irrelevant searches can trigger the term. Examining the different searches and themes that activate advertising can reveal this.
Adding negative keywords and altering keyword match types help boost CTRs and quality scores.


Check ads with below-average CTR to guarantee keyword grouping.

Create negative keywords and tighter match types to block irrelevant adverts.

Using historical quality score data, you can improve the ad relevance, the experience on your landing page, and your expected CTR.

By Sarah Kuhn

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