About ad relevance
Ad relevance measures how closely related your keyword is to your ads.
There are three possible statuses your keywords can have:
- Above average
- Below average
Having an "average" or "above average" status means that there are no major problems with this keyword's ad relevance when compared to all other keywords across AdWords.
A "below average" status means that your ad or keyword may not be specific enough or that your ad group may cover too many topics. Try creating tightly-themed ad groups by making sure that your ads are closely related to a smaller group of keywords.
Use this status to help identify keywords that might not be relevant enough to your ads to perform well.
It's possible for a keyword to have a high Quality Score and low ad relevance (or vice versa) because AdWords looks at a number of different quality factors when determining Quality Score. Even if your overall Quality Score is high, looking at the individual factors can help you identify potential areas for improvement.
To see the ad relevance status for your keywords, hover over a keyword’s status in the “Status” column. You'll be able to see ratings for expected clickthrough rate, ad relevance, and landing page experience.
Paused keywords will retain whatever scores they had when they were last active. Therefore, it may not be useful to look at these scores over time. We encourage advertisers to focus on active keywords when looking at their Quality Score sub-metrics, since these scores will be constantly updated.