How closely the elements of your ad campaign match what a person seems to be looking for.
- Your ads and keywords should directly relate to the content on your website, especially the ad's landing page. When people see your ad, they should be able to understand what kind of product, service or other content they'll find on your site.
- To encourage you to create relevant ad campaigns that accurately represent your products or services, the AdWords pricing system is partly based on relevance. A highly relevant ad, keyword list and landing page is generally rewarded with a higher position on the page for potentially less money.
- Relevance is part of your Quality Score, a formula that Google uses to measure how useful your ad, keyword and website are to a customer. Relevant ads tend to get higher Quality Scores.