What is the FIRST step to take if you observe a significant drop in the Relevance Score of an active ad?

The first step to take if you observe a significant drop in the Relevance Score of an active ad is to review the ad creative and messaging to ensure it's still resonating with the target audience. A Relevance Score is a metric that indicates how well your ad is being received by the people you're showing it to. A sudden drop often suggests that the audience is becoming fatigued with the ad, the creative has become stale, or the messaging is no longer effective. Before making changes to targeting or bidding, it's crucial to first address the content of the ad itself. This might involve updating the ad copy, replacing the image or video, or testing a completely new creative concept. For example, if your ad promoting a summer sale suddenly drops in Relevance Score, it might be because the sale has ended, and the ad is no longer relevant to users.