What practice most directly improves ad copy relevance and quality score?

• A. Use broad match keywords only
• B. Include keywords in headlines and align with landing page
• C. Remove call-to-action
• D. Use identical headlines across all ads

Answer: (B)

Focusing your ad copy to match the user’s query and ensuring the landing page mirrors that message directly boosts ad relevance and Quality Score. When a headline includes the exact keyword, it signals to the user and to Google that the ad is highly relevant to the search term, which often increases click-through rate and strengthens ad relevance. Pairing that with a landing page that delivers on the ad’s promise and uses the same keywords creates a cohesive experience, improving the landing page experience component of Quality Score. Together, these factors have the strongest impact on both relevance and overall Quality Score.

Relying on broad match keywords alone can bring in less relevant traffic and doesn’t tighten the ad copy to the query. Removing the call-to-action weakens engagement, and using identical headlines across all ads reduces the ability to tailor messages to specific queries, weakening relevance.