How To Improve Ad Relevance Diagnostics

Attempting to capture the attention of an obsessively consumerist society is difficult. Audiences are comfortable with seeing advertisements, scrolling past or exiting out of their pop up window just as much as they are with clicking through to your website.

So, then what makes advertisements so necessary? Why do businesses continue to spend money on them if their audience is conditioned to see them?

The simple answer is that advertisements still do a lot of good, the key is knowing how to frame them in a way that appeals to your target audience. If your brand ceases to advertise or eliminates any currently relevant channels, the likelihood of attracting any sum of internet users has been decidedly cut off. If a company limits conversation about their product, it eliminates overall exposure to potential customers.

However, an oversaturation of advertisements is equally problematic in this consumerist climate. There are a host of opportunities for elevating ad performance online in order to boost rankings, engagement, and conversion rates. The most simple and effective tip is to examine the relevance of keywords being used.

Simply focusing on the tiny detail of what keyword(s) an advertisement or campaign is going to revolve around can increase ad visibility. The closer the connection between the user’s search and it’s keywords used, the greater ad relevance. There are 3 tangible marketing techniques to help a business evolve its advertisements:

Specificity

Specific long-tail keywords work best to classify advertisements in Google’s search engine, which improves its quality ranking. A long-tail keyword phrase is 3–4 words. Its main focus is gathering traffic from niche circles that have a more detailed understanding of the business of the product they are looking for. The benefit of these users is often a higher ranking in customer loyalty.

Relevance

Incorporate unique but relevant keywords, whether singular or long-form, into the text on an advertisement. In an email campaign, it is appropriate that the first phrase seen or the title of the chain involves one or two of your main keywords.

Variance

Vary advertisements based on target audiences. A marketing team should gather a pool or keywords or phrases that can then be distributed to each. Simplicity is preferred in this effort, in order to intentionally direct the audience’s focus.

Each of these seemingly small details alters the qualitative and quantitative performance of any ad. The higher ad relevance, the better it’s position amongst competing advertisements in the same industry. Consider testing multiple ads to eliminate those with a low ranking, an internal comparative analysis is the quickest and easiest way to get unique and quality data for creating a truly developed marketing strategy.