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The importance of relevance in Google Ads

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mike devid
The importance of relevance in Google Ads

The importance of relevance in Google Ads


A key factor in any Google Adwords campaign is relevance . What do we mean by relevance in this context? I dare to define it as “The close relationship that exists between what the user is looking for, the ad text that appears and the landing page that they land on when they click”.


And why is that so important? This factor is related to the CTR (Click-Through) which is nothing more than the percentage of times an ad has received clicks each time it has been displayed on the search engine results page.


So can we relate CTR to relevance?


Well, yes. And by the way, understand why having a high CTR in Google Adwords is so important. We have to put ourselves in the shoes of Google to understand it. Let's think about the Google results page when doing a search. We find three ads in the upper area and eight on the right side. Google gets paid every time a user clicks on those ads.


Those spaces are worth gold in cloth to waste them with ads that do NOT receive clicks . And which ads do NOT receive clicks? Ads that offer things that users are not looking for. It is for this reason that we need to have a high CTR so that our ads appear high and with cheap clicks. It is not the only factor that influences, but it is one of the most important.


So yes, in order for us to be at the top of the searches, we must have a permanent maxim in mind: give the user what they are looking for. Both in the ad and on the landing page. And this can be taken to the extreme. If the user searches for “ sports shoes ” and our advertisement refers to “ sports shoes ” and when clicking takes us to a page with a virtual store where “ sports shoes ” are sold, the relevance is maximum.


Now, what would happen if the user searches for “ red sneakers ” and our ad refers to “ sneakers ” and when clicking takes us to a page with a virtual store where they are sold “sneakers of various colors ”?. We have lowered our relevance. And how do I keep the relevancy high? We will see it in the next installment. (tik tok ads)

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