You can directly traffic coming from an online advertising campaign by changing the content and display location but the key to a good ad performance is relevance.

Decide whether you think there are users on your platform (this could be Google) who might not want anything to do with your product? Are there keywords people would use in a search that might mislead them to your website?

Look at the negatives in order to filter out the visitors your products are not targeted to. You will then be able to attract more relevant visitors.

For example, if you sell cars located in Liverpool, then you should include this location because users from London are less likely to become customers. What’s more, if irrelevant users click on your ad, this will cost you PPC fees and lower your score in Google’s ranking.

Secondly, try and establish a strong connection between a search term and your advert. Think about explaining your product to new users or specifying the exact differences between you and your competitors’ products to expert users.

Now, take a look at the keywords you have chosen. Divide these into two groups and then think up two or more variations of your adverts that reply to your audiences needs.

Remember that your landing page must also be as relevant to the user as the advert. Your landing page and ad should correspond with each other and it should be blatantly obvious to your user that they have come to the right landing page.

To summarise - relevance is probably the most important way for you to achieve conversion success. Relevance separates good communication from ineffective communication.