What is the role of keywords in ad relevance in Google Ads?

Keywords play a crucial role in determining ad relevance in Google Ads. Here's why:

1. Matching user's search query: Keywords are the terms or phrases that you choose to trigger your ad. When a user enters a search query in Google, the search engine looks for relevant ads based on the keywords in the user's query and the advertiser's chosen keywords.

2. Quality Score: Google uses a metric called Quality Score to determine the relevance and quality of your ad. Keywords are a significant factor in calculating Quality Score. A higher Quality Score can lead to lower costs and better ad positions.

3. Ad Rank: Ad Rank is calculated by multiplying your maximum bid by your Quality Score. Keywords that are highly relevant to the user's search query and to your ad copy can improve your Quality Score, leading to a higher Ad Rank.

4. Relevance to ad copy: Keywords should also be relevant to the ad copy. When keywords are used in the ad copy, it can improve the relevance of the ad to the user's search query, leading to a higher click-through rate (CTR) and Quality Score.

5. Negative keywords: Keywords can also be used to exclude irrelevant searches from triggering your ad. By using negative keywords, you can improve the relevance of your ad to the user's search query and increase the chances of getting clicks from users who are more likely to convert.

In summary, keywords are essential in determining ad relevance in Google Ads. By choosing relevant keywords, using them in your ad copy, and excluding irrelevant searches with negative keywords, you can improve your ad's relevance, Quality Score, and Ad Rank, leading to better ad performance and higher return on investment (ROI).