If you were a customer looking for your product or service, what would you type into a search box to find you? You want your keywords to reflect your product or service and overlap with content on your website. DSPs assign search ads a quality score, and this metric affects how highly the ad is placed on the page in search results.
Two things that improve an ad’s quality score are: 1) when words or phrases used in the ad match those used on your website, and 2) when words or phrases used in the ad match the keywords used to place the ad. A high quality score helps your ad appear near the top of the list. If ad’s quality score is low, then you’ll usually need to spend more money to place the ad higher in search results.