In AdWords, “relevance” indicates how your information is useful to your customers. To determine relevance, Google examines different elements in your account, such as your ads, keywords and landing page.
For your ads to be relevant, keywords and landing pages should have a close connection with the search of the user.
If a user searches for a pair of tennis and if you sell tennis shoes on your website, to be relevant, your campaign would have to:
A relevant ad leads the users directly to the product they are searching for.
Relevant ads tend to get more clicks, get higher ranking and perform better. You must be particularly attentive to the relevance when creating your campaigns. The relevance of your ads can also help you reduce your cost per click and thus save money on every click. Irrelevant ads tend to generate fewer clicks, or not appear at all.
To assess the relevance, Google uses the quality score. Low quality means that your ads, keywords and landing pages do not seem very relevant. In addition to the relevance of your ads, keywords and landing pages, many factors influence the quality score, such as the historical performance of your ads and the quality of the landing page.
Here are some suggestions for improving ads relevance: