December 27, 2021

5 min read

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Search Engine Optimization or SEO – You might have heard many digital marketers use this term while agony and pain are visible on their faces. Well, that’s what creating your brand recognition through a generic approach feels like. This is why most brands go for the paid approach along with the long-term SEO approach to build their brand recognition more swiftly.

But before you think otherwise, the paid approach isn’t a miracle drug either, with advertisers facing headaches of failing to reach their target audience one of the primary challenges.

Get this. You are a brand that is consuming its limited advertising budgets on campaigns that are being shown to the audience who are not interested in your product. Will those campaigns ever grow your customer base to your desired levels?

The answer is simple No! They are only destined to have a low Click Through Rate (CTR). In fact, 42.7% of internet users have been reported to use Adblockers because their feeds are barraged with irrelevant ads.

The only solution to this problem lies in one term; Ad Relevance.

What is the Ad Relevance?

As per Google’s definition, Ad Relevance is how closely an ad campaign matches the search intent of a user. If a user is looking for diapers and sees an ad for makeup, the probability of the ad having a good CTR is the lowest.

This all comes down to the keyword you are targeting in your campaign. The more closely matched your targeted keyword is to your product, the more relevant your ad campaign is.

#Importance of Ad Relevance

In a nutshell, the importance of ad relevance can be imagined from the fact that more relevant ads see more people visiting your landing page. But that’s not all.

#Increased Click Share

Click Share is the percentage of clicks your ad campaign actually received compared to the clicks it could achieve if circumstances were more favored to your campaign. This metric shows how an ad campaign can be improved to generate more leads. A more relevant ad increases the Click Share rate of the campaign and covers the lost ground of the campaign.

#Increased Click Through Rate (CTR)

Click-through rate is the rate at which your ad set was clicked against the times it was shown to users. As pointed earlier, more relevant ads are likely to generate more clicks because users are more interested in the product displayed.

#Appeal to the Target Niche Audience

Our niche audience is our potential customer base. As per Google’s data, 91% of smartphone users make a purchase decision after seeing a relevant product ad on their search results. Unless the ad appears on users’ search results, we can’t expect our ad campaigns to generate leads magically.

#Increased Quality Score

Keeping in view the importance of relevance, Google has introduced a new ad metric that will examine the quality of ads and will rank them ranging from “poor” to “excellent” depending on their relevance to the user search query. Quality score is important because it determines your Cost Per Click (CPC) and hence affects your budget.

What Needs to be Done to Improve Ad Relevance?

Create Specific Ad Groups for Specific Search Queries

A generic Ad is less likely to generate leads compared to an Ad designed explicitly for a specific search query. This is why it is better to target specific groups that are more likely to convert. Each ad must focus on a distinct product or service because being specific is a better way to be relevant. 

For Instance, if you’re a 360 Digital Marketing Solutions Provider that offers a variety of advertising services, a different ad group serving the relevant query should be created – one for Adwords, one for Email Marketing, etc. 

Choose your Keywords Carefully

As discussed above, Keywords are important for your campaign’s performance. Select the keywords that are closest to your product. You can also use related keywords of your primary keyword. Remember, long-tail keywords are the best performers compared to single-word keywords. They might generate fewer impressions on your ad, but they will land more relevant leads.

Use a Clear CTA

Using vague and irrelevant text only confuses people and might result in you losing your potential lead. Use unambiguous text in CTA that tells the user exactly what it has to do. Focus on your unique characteristics in the ad and see the leads climbing up.

Experiment with Several Ad Copies

The best way to find what’s working for your brand is by experimenting. Google helps in rotating different ads and selecting the best performing ad copies. Give the users multiple offers, use diverse characters as CTA, and use related keywords. You can also use A/B testing to compare between two campaigns.

Create the Most Relevant Ads with BoostRoas

Google Ads can be overwhelming and complicated for many, and it can get even more confusing when the required results are not reached despite your best efforts. Well, you don’t have to worry about this if you decide to let BoostRoas do what it does best. BoostRoas has worked with thousands of clients precisely in your situation and has delivered the best results.

The key to our success lies in our innovative approach and solutions to the campaign setup of different niches. Our clients rate us on our inventive technique of designing new campaign structures by combining several campaign structures. Contact us now and set up your best Ad campaign now.

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Written by:

Pınar Yaman

PPC Account Executive

Pınar always thinks digital and lives fashionable!  When you come up with a new idea, she will be the first to say “let’s do it”. She loves to try and learn again and again. If she isn’t online at slack, you can find her on the tennis court.

Want to learn more?

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