In today's age, consumers are seeking more than just generic advertising messages. They crave personalized experiences that cater to their individual needs, preferences, and aspirations. In fact, brand loyalty among millennials increases by 28% on average if they receive personalized marketing communications.
With Google Search Ads, the best way to incorporate a personalized experience is through extremely relevant ads; intro: Google Ad Relevance. Picture ad relevance as a harmonious triangle, where keywords, ad copy, and landing pages converge; when these elements align seamlessly, magic happens.

Not only is ad relevance important from a user experience standpoint, but it can save you money in the long run too. Ad Relevance by Google definition is how closely your ad matches the intent behind a user's search. When a user enters a search query on Google, the search engine uses complex algorithms to analyze various factors such as keyword relevance, ad quality, landing page experience, and user behavior to determine which ads are most relevant to display. By continuously refining and improving these algorithms, Google aims to provide users with the most valuable and useful ad experiences. In this post, we’ll break down a few tips on how to improve your ad relevance and ultimately achieve better ad quality.
Quick Tips for Boosting Ad Relevance:
Keyword Research
Ad Group Organization
Dynamic Keyword Insertion
Keyword Research
Keyword research is the secret sauce of the digital marketing world, like the seasoning that turns bland content into a Michelin-star dish. It serves as the foundation upon which successful online strategies are built. By meticulously identifying and analyzing the most relevant and high-impact keywords, brands can gain valuable insights into their target audience's preferences, interests, and search behaviors. Start by using keyword research tools like Google Keyword Planner, SEMrush, or Moz Keyword Explorer to identify relevant keywords.
Getting started with these tools will help guide you toward the direction that you need to go in order to ensure you’re showing up in front of your target audience. Leave the guess work at home and let the robots do the research for you 🤖
Ad Group Organization
SKAGs are out, simplification is in. Embrace your inner Marie Kondo and declutter your ad groups. Group related keywords together and create tailored ad copy for each group. If you're an e-commerce retailer selling outdoor gear, you might create separate ad groups for hiking boots, camping equipment, and backpacks. Tailor your ad copy and extensions to highlight the unique features and benefits of each category, providing a seamless experience for users.
Before you launch an account, take a step back and outline how you think it would be best to organize your account. If you’re a B2B software company, maybe look at breaking it down between features or industries. If you’re an ecommerce brand, it might make sense to break down by product category. Reorganizing your account after you've created several campaigns and ad groups wipes out all the valuable data you've accumulated, possibly affecting how your ads perform.
Dynamic Keyword Insertion
Dynamic keyword insertion allows you to dynamically insert searched keywords into your ad copy creating a more 1:1 relevance of search query to ad copy.
Before setting up, be sure to follow some of Google’s best practices:
Group keywords logically with respect to the ad group, use one ad group per creative theme, and use dynamic keyword insertion to embed the keyword in a relevant ad creative
Use keyword insertion with ad groups that contain keywords relating to product or service types, locations, and combinations of both
Ensure that ads are well-structured and follow correct grammar and style guidelines after keywords are inserted
Couple keyword insertion with a strong brand message and call-to-action
Use only the variants of your keywords that you’d want to be inserted. All keyword match types are eligible to match close variants, so you don't need to, for example, include misspellings or ungrammatical word order variants
Ensure that ads are compliant with advertising policies after keywords are inserted
So how do you set up these bad boys?
When you're entering ad text, type a brace "{}" and select Keyword insertion from the drop-down menu
In the “Default text” section, type the word or words you want to appear when the text can't be replaced by a keyword
Choose how you want your keywords to be capitalized:
Title case: The first letter of all keywords will be capitalized. For example, “Dark Chocolate.”
Sentence case: Only the first letter of the first keyword will be capitalized. For example, “Dark chocolate.”
Lower case: No letters will be capitalized. For example, “dark chocolate.”
Click Set
And now you're all set to run Keyword Insertion. Note that the person's search term isn't always the same as the keyword but this will help get you as close as possible to that perfect relevance between users' searches and your ad copy.
TLDR;
Remember, ad relevance is not a one-time fling; it's an ongoing quest for PPC success. Regularly monitoring and improving ad relevance is the key to dominating the Search game.
Take the first step toward ad relevance mastery by clicking the services link for more insights into what we do. Or if you’d like to be hands off and let the experts help, reach out and let us know you’re ready. We’ll be here 😉
- Bluum
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