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 that there are no major problems with this keyword’s ad relevance when 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 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 Google Ads 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.