Relevance scores how closely a search term fits the keywords in an ad group — meaning, not just matching words. It's the safety net that stops a one-off fluke being added, or a clearly relevant term being blocked before it's had a chance.
Added keywords default to EXACT (short terms may use PHRASE). Negatives are exact by default too, so a negative can't accidentally carry a core money word and gut a campaign — broad is never used automatically.
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