The more accurate the match, the higher the relevance.
Look through search queries of broad match keywords and add more specific keywords.
Put keywords with more meanings into context or use negative keywords.
Lexical and thematic correspondence of the ad text and the query
Occurrence of the query in the text of the ad contributes to its higher relevance.
At least thematic similarity between the ad and the query is required.
Semantic coverage of the query by the ad text
The more words from the query used in the ad text, the better.
Similarity of very specific words is more valuable than similarity of general words.
Similarity of rare words is more valuable than similarity of common words.
Semantic coverage of the ad text by the query
Too many unrelated words in the text ad usually decrease its relevance.
Commercial keywords
Frequently searched commercial keywords increase relevance of the ads.
Non-commercial keywords may reach lower relevance despite a good match – in such case, try to specify the keyword or add a commercial modifier to the keyword.
Dynamic variables in text ads
A keyword in a form of a dynamic variable does not necessarily increase relevance, especially if it is the only element of the ad related to the query.
Relation of the visible URL and the query
Occurrence of the keyword in the visible URL increases relevance of the ad.
Occurrence of the keyword in the domain is even more important than occurrence in the path behind the slash.
