Heres to the backbone behind a strong ad campaign, the key to a satisfying search consumer experience, and the gateway to conversion opportunities for advertisers. Heres to relevance. Its a crucial component in obtaining the most return on investment )ROI( from your advertising efforts. But how do we define relevance from an editorial guidelines perspective? What gauges do we use when deeming keywords, ads, and landing pages compliant with Microsoft adCenters Quality and.