How does a higher ad relevance score typically affect costs?

A higher ad relevance score typically reflects that an advertisement is highly relevant to the target audience. This relevance often leads to lower costs and better performance for several reasons.

When an ad is deemed relevant, it tends to receive more engagement from users, which can improve its Quality Score in ad placements. Higher engagement increases the likelihood of the ad being shown more frequently, ultimately leading to better visibility. In platforms like Meta, ads with higher relevance scores may benefit from reduced costs per click or impression, as these platforms reward advertisers for delivering relevant content to users. This results in a more efficient use of budget and maximizes return on investment.

Moreover, higher relevance means that the ad is matching user intent more closely, leading to better conversion rates and overall campaign effectiveness. This synergy between ad relevance and performance creates a profitable cycle, where well-targeted ads not only cost less but also yield greater results.