Making sense of Google adwords and Relevance

Advertising with Google adwords is not just about writing the perfect ad and shelling out top dollars to acquire the 1st position on the page. It's more about peeping into the minds of your potential consumers and connecting with them by thinking like them. Even if you manage to write a great ad and make the highest bids, your ads can slip down the slots if it doesn't attract enough interest from the visitors.

To stay among the top four , your ad must receive enough clicks. The number of clicks your ad receives tells Google whether or not the traffic thinks your ad is relevant to the keywords they are searching for.If you have a high click through rate (CTR ) ,Google will reward you with a higher ad position or lower cost per click. So to reach the top slot , you don't necessarily have to be the highest bidder. With a quality ad , you can start at the 5th position and still manage to reach the 2nd or 3rd position without spending as much.

For this to happen , relevancy is of utmost importance. It's only when the traffic senses a relation between the keywords they type and your ad that they will click on it. This is why it's important for you to use the keywords in the title as well as in the ad itself. When you have the exact search term in your ad, Google shows it as bold thereby increasing it's chances of being clicked.

Your work doesn't end there though. Once the visitor has clicked on your ad , they must be taken to a page that has exactly what is promised in the ad. If your ad talks about "a vacation in Venice" but the landing page sells a bike instead , then the customer wouldn't think twice before moving on and you'd still be paying as much for the traffic you just lost. Hence, it's vital that not just your ad title and advertisement , but the product you are promoting is equally relevant to the search term and to each other.