Ad relevance

Ad relevance measures how closely related your keyword is to your search ads. There are three possible statuses your keywords can have:

  • Above average
  • Average
  • Below average

Having an “average” or “above average” status means no significant problems with this keyword’s ad relevance compared to all other keywords across Google Ads.

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 ensuring 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.

A keyword can have a high Quality Score and low ad relevance (or vice versa) because Google Ads looks at several 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.









Related content


The e-commerce reports allow you to analyze purchase activity on your site or app that tells you product and transaction information, average order value, and other data.

Search term

A search term, otherwise known as a search query, is the word or phrase someone enters into a search engine.

Search engine optimization

SEO means search engine optimization, which is the art of ranking high on search engines in the unpaid section, also known as the organic listings.

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