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by Simon Cooper, Kenshoo Account Director

The importance of relevancy cannot be overstated in today’s search marketing industry. At the back of every advertiser’s mind, there’s always the need to ensure the copy they produce will be relevant to the people they want to reach.

This attitude is epitomised by the value placed by advertisers on Google’s Quality Scores – which go up according to how relevant ad text, as well as the content of the landing page, is to certain key words.

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