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 โsearch query.โ
With the search query in, the user is now expecting certain relevant results to follow. For this example, letโs use โA/C Repairโ as the search query. The user is now anticipating to see a set of results that have information about โA/C Repairโ-related services and companies. This is why itโs crucial to have your paid ads match the search query exactly AND in a compelling way. ย
Hereโs 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 weโll 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.
![](https://lilikoiagency.com/wp-content/uploads/2020/12/Chain-Link-3-Clip-Art-1400x442.png)
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!