A breakdown of why relevancy is everything in PPC, with real talk on keywords, audience signals, and how to stop showing up in useless auctions
Let’s be real—just because your ad is showing up doesn’t mean it’s doing its job. You can have the best ad copy in the world, but if it’s showing up in the wrong place, to the wrong people, at the wrong time, it’s about as useful as a sunroof on a submarine.
Relevancy is EVERYTHING in PPC. Your keywords, audience signals, ad copy, and landing pages all need to align like a well-oiled machine. Otherwise, you’re just setting money on fire. So, let’s break down how to ensure your campaigns are as relevant as possible (and stop wasting your budget on clicks that won’t convert).
Step 1: Know Your Goal (Seriously, Know It)
Before you even THINK about launching a campaign, ask yourself: What’s the point? Are you trying to get leads? Sell a product? Get people to download an app?
Example: If you’re selling luxury vacations, you don’t want to show up for “cheap last-minute flights.” That’s a budget sinkhole.
Action Step: Define your campaign goal and make sure everything that follows (keywords, audience, ad copy, and landing pages) matches that goal.
Step 3: Talk to Your Audience, Not at Them (Write Ads That Make Sense)
Your ad copy should match what your audience actually wants. It’s not about what YOU want to say—it’s about what THEY need to hear.
Example: If someone is searching for “family-friendly beach vacations,” don’t hit them with an ad about “all-night party resorts.”
Action Step: Learn to understand what you provide to the users. Make sure your ads address the questions that your users might be trying to address.
Step 4: Send Them to the RIGHT Page (Not Just Your Homepage)
Nothing kills conversions faster than a bad landing page experience. If your ad says “Luxury All-Inclusive Beach Getaways,” but your landing page takes people to a general travel agency homepage, you’re asking them to work too hard.
Example: Imagine clicking on an ad for “affordable winter jackets” and ending up on a page with summer clothes. You’d bounce faster than a rubber ball.
Action Step: Make sure every ad leads to a landing page that delivers EXACTLY what was promised. And please, for the love of PPC, make sure that the page loads fast.
Step 5: Keep an Eye on Performance & Adjust
Even the best-planned campaigns need tweaking. Check your search term reports, monitor audience signals, and keep an eye on conversion data. If something isn’t working, fix it.
Action Step: Pause low-performing keywords, test different audience segments, and adjust bids to prioritize what’s driving actual results.
The Bottom Line
Relevancy isn’t just a nice-to-have—it’s the difference between a profitable campaign and one that drains your budget faster than an open tab at a Vegas casino. Get your targeting right, match your messaging, and make sure your landing pages seal the deal.
Because if your ad doesn’t make sense to the person seeing it, then why are you even paying for it?
Now, go forth and make your campaigns relevant. Your budget will thank you.
