If you have a Google Ads Account with high relevance you will get lower Advertising costs for the same type or higher ad position (ad rank).
With ad-forms relevant to the user’s search, the probability of the person clicking on your ad will increase. This will increase the CTR to your advertisements.
If the adverts and landings are relevant to the user seeking, the probability of the user converting will be higher. That is, as a result of higher CTRs, the number of conversions will also increase.
What do we mean by relevance?
Relevance is about how useful the information you provide is for the user. This depends on the consistency between what you communicate in your ads and the user you are looking for/requesting.
Advertising and search terms should be directly related to the content of your website. The product, service or content you can find on your website must be clearly stated in the advertisement.
An example is as follows:
Good relevance: I am looking for Nike Air Max 97. Nike Air Max 97 says in the ad text and this one sends directly to a landing page where I can buy Nike Air Max 97.
Poor relevance: I am looking for Nike Air Max 97. Nike is in the ad text and this one sends directly to a landing page with Nike shoes.
What factors are advertising students?
Google values relevance and high quality in its search results – both organic and paid. Quality Score is Google's goal of the relevance of the search campaign. The quality points say something about how relevant your keywords, landing pages and advertising are, in relation to each other. The quality scores are calculated on a scale from 1-10, where 10 is the highest score.
The same factors that determine the quality scores again affect your advertising position at Google, as the pricing system is based on relevance and bids. This means that if the relevance of the search campaign is very high, you will be rewarded as an advertiser with a higher advertising position at a lower cost. This is because Google wants to offer its users a best user experience.
The quality points are associated with each search term you have in your account and are based on how useful/ relevant the following points are:
The relevance of the advertisement
The relevance of the advertisement that is triggered by the keyword is based on the extent to which the ad text corresponds to the search term used. Is the search term in the title of the ad text?
The relevance of the landing side
The extent to which your landing page is relevant and useful is based on the extent to which the landing page corresponds to the applicant/ search term used and the ad text.
Here Google will see if the search term is in the URL and on the landing page itself in header 1. Therefore work on the landing page being useful to your potential customers and that it matches the search term/ term so that the customer gets what they are looking for.
Expected click frequency
The expected click frequency (CTR) is a keyword status indicating the probability that the ad will be clicked when it is triggered by a particular keyword. This is independent of the location, extensions and other advertising formats that may affect the visibility of the advertisements.
The accuracy of the search term matching the current search term/ phrase in your account, the device type and other situational factors affects the expected click frequency of the auction moment.
As you can see, there are a number of factors that affect Google Ad's calculation of quality points. This means that even if the total number of quality points is high on a keyword, you may still have low click frequency, landing page relevance or ad relevance. It is therefore recommended to look at the different factors in isolation to find your potential for improvement.