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Ad Relevance - This is very tricky

[ Edited ]
Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

I have an ad for a keyword - +auto +auctions.

which is 

However, the quality score is low because of the BELOW AVERAGE Ad Relevance. Why is it so ?

How to boost the relevance of this ad?

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Marked as Best Answer.
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Accepted by Theresa_Zook (Top Contributor Alumni)
September 2015

Re: Ad Relevance - This is very tricky

Top Contributor
# 2
Top Contributor

Hi Subramanian, great question!

 

The term "relevance" applies to several different aspects of your advertising.  There's relevance between your Keyword(s) and your Ad(s), relevance between the search term and the Keyword(s), relevance between the search term and the Ad(s) and relevance between all these and the landing page.  There's even an aspect of relevance between all Keywords in a single Ad Group so yes, it's tricky!

 

One of the most common relevance problems is between the search term and the Ad and Landing page.  Typically this happens when user search terms match against Keywords that are too broad and the Ads therefore shown don't match what the user was actually looking for.  One of the best first steps in checking this is to look at your Search Detail report under the Keywords tab.  Pick your Keyword then choose "Details...Search Terms" and either selected (if you've picked some individual terms) or All.  This will show you the actual search terms used that resulted in clicks on your Ad.  Since you've used a modified broad match here, it's possible you'll see searches that you can identify as being irrelevant and can they apply words as negatives to reduce these wasted impressions.

 

When you say the QS is low, what's the actual score?

 

Do you have a lot of Keywords in your Account?

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

View solution in original post

Marked as Best Answer.
Solution
Accepted by Theresa_Zook (Top Contributor Alumni)
September 2015

Re: Ad Relevance - This is very tricky

Top Contributor
# 2
Top Contributor

Hi Subramanian, great question!

 

The term "relevance" applies to several different aspects of your advertising.  There's relevance between your Keyword(s) and your Ad(s), relevance between the search term and the Keyword(s), relevance between the search term and the Ad(s) and relevance between all these and the landing page.  There's even an aspect of relevance between all Keywords in a single Ad Group so yes, it's tricky!

 

One of the most common relevance problems is between the search term and the Ad and Landing page.  Typically this happens when user search terms match against Keywords that are too broad and the Ads therefore shown don't match what the user was actually looking for.  One of the best first steps in checking this is to look at your Search Detail report under the Keywords tab.  Pick your Keyword then choose "Details...Search Terms" and either selected (if you've picked some individual terms) or All.  This will show you the actual search terms used that resulted in clicks on your Ad.  Since you've used a modified broad match here, it's possible you'll see searches that you can identify as being irrelevant and can they apply words as negatives to reduce these wasted impressions.

 

When you say the QS is low, what's the actual score?

 

Do you have a lot of Keywords in your Account?

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

Re: Ad Relevance - This is very tricky

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
I have around 8 enabled keywords which are hovering around the term - auto auction. This particular keyword has a quality score of 6.
And, does ad relevance take into account the cohesion/similarity of keywords in the ad group ?

Re: Ad Relevance - This is very tricky

Top Contributor
# 4
Top Contributor
Hi Subramanian,

Ad Relevance to a particular keyword can be translated as CTR for the keyword/ad combination. It is likely this combination has a comparatively low CTR as compared to other keywords in the group, campaign or account or as compared to your competition.

Best of Luck!

Pete
petebardo -- Deadhead doing AdWords

Re: Ad Relevance - This is very tricky

Top Contributor
# 5
Top Contributor

HI Subramanian, a QS of 6 may not actually be "low".  Google now considers a score of 5/10 as "average" and it is not always possible to reach 10/10 for all Keywords in an Account.  As Pete has said, CTR is the major component of QS so if you can improve that, you may see your QS improve.

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits