Making sure your ads are relevant

In Google Ads, "relevance" refers to how useful your information is to your customer's search. When determining relevance, we look at several things within your account, including your keywords, ads, and landing page, and we consider how closely related they are to someone's search term.

  1. Your keywords are phrases that you think people might use to describe your product or service.
  2. Search terms are phrases that people search for.
  3. Your ad is the advertisement that can appear on a search results page.
  4. Your landing page is the web page that you want people to land on after clicking your ad.

Keywords, Search Terms, Ad, and Landing Page

Being relevant means that your ads, keywords, and landing page are all closely related to the terms a customer might be searching for.


If there's a customer looking for a pair of striped socks, and your website sells striped socks, we want to pair you two together. A relevant campaign would do this:

  • Include "striped socks" as your keyword.
  • Mention "striped socks" in your ad text.
  • Clearly show striped socks on your landing page.

Why relevance is important

Relevant ads tend to earn more clicks, appear in a higher position, and bring you the most success, so it's important to focus on relevance when creating your campaigns. Having relevant ads could also decrease your cost-per-click, saving you money with each click. Non-relevant ads tend to earn fewer clicks, or they might not even show up at all.

How relevance is measured

Relevance is measured by something we call Quality Score. A low Quality Score means that we think your ad, keywords, and landing page aren't very relevant, while a high Quality Score means that we think your ad, keywords, and landing page are very relevant. In addition to the relevance of your ad, keywords, and landing page, there are many other things that play into your Quality Score, like your ad's past performance and the quality of your landing page. Read more about Quality Score to check out further details on how it's impacted by relevance.


Here are some suggestions to improve relevance:

  • Include terms from your keyword list in your ad text.
  • Make sure your landing page clearly features what you promised in your ad.
  • Create ad groups with tight themes among your keywords and ads.
  • Link to the page on your site that has the most useful information about the product in your ad. For instance, take your customer to the page where they can buy the advertised product, rather than just to your homepage.
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