Leverage All Match Types

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While exact match offers the most control and often the highest Quality Scores due to extreme relevance, also use phrase match and broad match modified (if still available, otherwise smart bidding with broad match) to capture relevant searches you might miss. Always use negative keywords to filter out irrelevant searches.

Dynamic Keyword Insertion (DKI) (Use with Caution): DKI can facebook database increase ad relevance by dynamically inserting the user's search query into your ad copy. However, ensure the inserted keyword always makes sense and creates grammatically correct and compelling ad copy. Misuse can lead to poor ad relevance.
Craft Hyper-Relevant and Compelling Ad Copy

Match Ad Copy to Keywords: The most direct way to improve ad relevance is to ensure your ad headlines and descriptions directly reflect the keywords in that ad group. If the keyword is "organic dog food," your ad should prominently feature "organic dog food" in its headlines and descriptions.
Highlight Unique Selling Propositions (USPs): What makes your product or service stand out? Free shipping, a unique feature, a special offer, excellent customer service? Weave these USPs into your ad copy to make it more compelling and increase expected CTR.