Relevance in the broadest sense is a measure of how well a desired outcome matches the outcome. When we talk about relevance in contextual advertising, we mean the relevance of the ad, keywords and landing page to the user’s request.
For example, a user wants an excursion in St. Petersburg and is looking for organizers online. A relevant ad from the point of view of the ad system will contain a request, as well as lead to a suitable landing page.
Yandex.Direct and Google AdWords take relevance into account when ranking ads and determining cost per click. Relevant ads, landing pages, and keywords tend to rank higher in the ad unit for a lower cost.
How it works in Google AdWords
In AdWords, relevance is one of the metrics that the system analyzes when calculating a Quality Score. It reflects the usefulness of ads, keywords, and landing pages to the user.
The quality score depends on three factors:
- Expected CTR – The predicted CTR for the keyword. A high score is assigned to ads where the keyword matches the search query.
- The relevance of the ad.
- Landing Page Quality – An assessment of the quality of the landing page and its relevance to keywords.
These metrics are available in AdWords under Keywords at the selected campaign level and can be used to improve ad performance. You need to hover the cursor over the status of the key phrase to open a pop-up window:
At the same time, the quality indicator itself – a rating from 1 to 10 – does not participate in the auction and is not used to determine the rating of an ad, which just affects the cost of a click. The ad rating is always calculated in real time, including taking into account the same metrics as the quality indicator, but not only (Google does not disclose the full list). The difference is that the rating always takes into account the circumstances and individual conditions of the auction, while the Quality Score is a summary measure of the performance of your ads.
As in Yandex.Direct
Direct takes relevance into account when calculating an ad quality score, similar to the quality score in AdWords. This metric, along with the bid for the predicted traffic volume and the forecast CTR, affects the ranking of your ads in the SERP.
This means that even if one advertiser has a lower bid than the rest of the participants, he will be able to rank higher if the quality of his ads is higher. Thus, the less attractive the ad is to the user, the more expensive the advertiser will pay for traffic.
When calculating the quality factor, Yandex takes into account the relevance of the ad to the request and the landing page. The quality factor is determined in real time, its value cannot be viewed in the interface.
How to increase relevance
To create relevant advertising, you need to study the target audience, know its needs, including working with semantics. A working combination of an attractive ad, a useful landing page, and carefully selected keywords increases conversions.
- contains keywords in the title and ad text;
- includes a link to a working and high-quality landing page;
- adapted for display on mobile devices.
Relevant landing page:
- dedicated to the product or service that is advertised in the ad;
- talks about the offer in detail;
- allows you to quickly call the office or place an order online;
- technically optimized for promotion.
How do you improve relevance in context? Four ad tips
- Add keywords to your ad title and text. This can be done manually or by dynamically inserting keywords in AdWords and templates in Yandex.Direct.
- Add similar and related keywords to ad groups. This will make it easier to write relevant ads. For example, for key phrases related to English and German courses, it is difficult to compose one relevant ad with the key phrases in the title.
- Work out the semantics. Using negative keywords, you can exclude impressions for inappropriate keywords.
- Create clear and eye-catching ads:
- use extensions, add-ons and quick links;
- tell us about the benefits of the offer;
- add a call to action;
- add information about discounts, promotions or sales.
And five for landing pages
- Find the right landing pages. Instead of the main page of the site, specify a page dedicated to the advertised product or service. Also, make sure that the pages correspond to the type of request: if a user enters an information request about solving a problem, take him to a page where you tell how to solve the problem, and not how to buy goods from you, and vice versa.
- Post engaging and useful content on your landing page to keep the user on your site. It is not necessary to fill the page with key phrases.
- Keep track of the relevance of the information: if in the ad you promised a discount and a promotion, then the user should find them on the site.
- If a one-page site is used for advertising, then for each proposal it is better to create a separate one-page and adapt ads and key phrases for it.
- Make sure the page loads quickly on all types of devices and displays correctly on popular displays and browsers. How to do this, read the article on preparing your site for mobile traffic from context. If there are problems with display on mobile, they should be eliminated, as an option – using turbo pages and AMP for mobile traffic.
The principle of relevance lies at the heart of contextual advertising: users want to purchase a product or service and “ask” the search engine where it can be done and how. In response, they receive offers to buy or order it. Search engines try to protect users from low-quality ads and rank suitable ads in higher places.
A relevant offer does not contain unnecessary information, it shows a solution to a problem or an answer to a question. Working on the relevance of your ads increases the effectiveness of your promotion and helps increase the number of conversions.
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