You want to improve the relevance of an ad with a particular set of keywords. The goal is to increase the Ad Rank of the ad so it gets more exposure. What action should improve the ad relevance?

Analysis of Correct Answer(s)

• Adding more negative keywords: This is the correct strategy to improve ad relevance. Negative keywords act as a filter, preventing your ad from showing for irrelevant search queries. By ensuring your ad only appears for highly relevant searches, you increase the likelihood that users will click on it. This improves your expected click-through rate (CTR), a key component of Ad Relevance and Quality Score. A higher Quality Score directly contributes to a better Ad Rank, increasing your ad's visibility for the right audience.

Analysis of Incorrect Options

• Improving the navigation of the landing page: This action enhances the Landing Page Experience component of Quality Score. While important for Ad Rank, it does not directly improve the relevance of your ad creative and keywords to a user's search query.
• Focusing on connecting to a wider audience: This would likely decrease ad relevance. Broadening your targeting means your ad may show for less specific and less relevant searches, which is the opposite of the stated goal.
• Highlighting product uniqueness: While creating strong, persuasive ad copy is a best practice, its main function is to attract clicks and drive conversions. It doesn't directly refine the targeting to improve the technical match between your keywords and user search terms, which is what adding negative keywords accomplishes.