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.

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Lata Bala

Educational infographic titled “How to Improve Ad Relevance and Boost Ad Rank,” showing that highlighting product uniqueness increases relevance, while negative keywords, broad targeting, and UX improvements do not directly affect ad relevance.

Recently, I took the Google Ads Search Certification exam and successfully passed with a score of over 90%. It’s not bad, so I am very glad to have passed the exam. Now, I will elaborate on one Google Ads Search question, explaining why it is correct and why the others are incorrect. Let’s start.

Question:

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?

  • Adding more negative keywords.
  • Highlighting product uniqueness.
  • Focusing on connecting to a wider audience.
  • Improving the navigation of the landing page.

Here is the correct answer:
✅ Highlighting product uniqueness.

If you are interested, you can take the exam on Google Ads Search Certification.

Let’s start with why this is correct — and why the others are not:

✅ Why Highlighting Product Uniqueness Improves Ad Relevance

Ad relevance is a core factor in Ad Rank, and it measures how closely your ad copy matches the intent behind a user’s search.

By highlighting your product’s uniqueness in the ad:

  • You’re making the ad copy more specific and aligned with user queries
  • You increase the likelihood of clicks because users see something directly relevant and compelling
  • Google sees your ad as more useful and relevant, which improves your Ad Rank

Example:
If your keyword is “eco-friendly water bottle,” a relevant ad headline might be:
✅ “Leak-Proof, BPA-Free, Eco Bottles – Free Shipping!”
This highlights uniqueness and directly ties to the keyword, increasing ad relevance.

❌ Why the Other Options Are Incorrect:

OptionWhy It’s Not the Right Action
Adding more negative keywords❌ This helps exclude irrelevant traffic, but it doesn’t improve the ad copy’s relevance to your target keywords.
Focusing on connecting to a wider audience❌ Trying to appeal to everyone can make the ad less relevant to specific queries — which harms ad quality.
Improving the navigation of the landing page❌ This affects landing page experience, not ad relevance. It may help Ad Rank overall, but not the specific metric of ad relevance.

Summary Table:

ActionImproves Ad Relevance?Why
✅ Highlighting product uniquenessYesAligns ad copy more closely with user intent and keywords
❌ Adding negative keywordsNoFilters traffic, doesn’t improve copy relevance
❌ Broadening the audienceNoMakes ad less targeted
❌ Landing page navigationNoImpacts experience, not relevance score

Real-Life Example:

A marketer running ads for a custom engraved watch wants to boost visibility for the keyword “personalized men’s watch.”

✅ Best Ad Copy:
“Custom Engraved Men’s Watches – Add Your Message Free!”

❌ Weak Ad Copy:
“Shop Men’s Watches – Best Prices Online”
→ Too generic, lacks keyword relevance, and uniqueness.

Conclusion:

To improve ad relevance and boost Ad Rank, the best action is to:
✅ Highlight what makes your product or service unique
This creates a stronger connection between your keywords, your ad message, and the user’s search intent — increasing both CTR and ad quality score.

Now, if you are ready, then you take the Google Skillshop test for the Google Ads Search Exam. If you want more questions about the Google Ads Search Certification Exam, follow.