One of the most important parts of creating an ad campaign is paying close attention to ad relevancy. For example, in paid search, the customer journey starts with a simple Google search, generally referred to as a “search query.”
With the search query in, the user is now expecting certain relevant results to follow. For this example, let’s use “A/C Repair” as the search query. The user is now anticipating to see a set of results that have information about “A/C Repair”-related services and companies. This is why it’s crucial to have your paid ads match the search query exactly AND in a compelling way.
Here’s a simple example to demonstrate why: assuming your search query is “A/C Repair,” if you see these three ads with the following headlines, which one would you pick?
- Best Air Conditioning Company in Your Area
- We Repair Your Refrigerator And All Your Household Appliances
- A/C Repair Special – $100 Off Today!
The obvious choice here is the 3rd headline. Not only is it the most relevant, it also has an enticing offer plus a bonus sense of urgency at the very end!
We are now 2/3rd of the way there, but the last piece of the puzzle is when the ad is clicked and the customer is taken to a landing page. The content of the landing page is extremely important as we now have a pledge (a moral obligation) to honor what we promised in our ad copy, or else we’ll likely lose the customer.
Think of ad relevancy as the links of a chain that make a sold connection to move the client from one stage of the funnel to the next.
When ad relevancy is executed correctly, all of the metrics will be moving in the right direction: Quality Score, CTR (Click-Through Rate), Conversion Rate, and essentially you’ll achieve a lower CPL (Cost Per Lead) and higher lead count. And that means a successful campaign!