Summary: Anyone who has set up or managed a paid search campaign can testify that there is an element of art involved in realizing the full potential of every advertising dollar. Part of mastering this art form is understanding the nature and role of relevance in paid search, and more importantly learning how you can use this understanding to improve the performance of your paid search campaigns. In this clinic, we will look at several case studies that reveal the underlying principles of PPC relevance as they pertain to keywords, ad copy, click-through-rate, and conversion.
