Google is by far the best advertising in the world, but only once you know how to use it. Few people don’t know how to use Google Adwords and the failure rate is 7 out of 10. It’s not because Google doesn’t work, it’s because the client’s ads are not shown.
Do a search on Google. It doesn’t matter that the subject is, just do a regular search. Notice the ads on the right column. Depending on what you searched on, there’s normally a couple of highlighted ads at the top of the main list. Those ads are the sponsored ads, or the PPC (pay per click) ads.
Now, these ads are not ranked in accordance to how much these advertisers are paying per click. Ah… Did you have to read that twice? Well it’s true. Google is contradictory.
There are a couple key features that Google uses to rank the ads.
#1. Google reads the language with spider programs in the ad. The spider program bounces over to the advertiser’s landing page and reads the landing page. Then Google’s algorithms gives a quality score to the relativity of the words in the ad to the words in the landing page. It’s a quality score on the nature of the language. This is known as a relativity score.
#2. How many times the ad is getting clicked on (the click through rate) in relation to how many times the ad is being shown. If the ad has a CTR (click through rate) of less than ½%, Google will stop showing that ad. Now if an ad has a CTR of only ½-1%, Google will show that ad about 30% of the time. Once the CTR reaches 2% and above, Google likes the ad a lot. At this point, Google will automatically start raising your position on the results page, without raising your cost per click. Yes, you read that correctly. Google will raise your position and drop your cost.
Google gives a quality score based on the 2 points I just explained to you. Each time that you continue to raise the quality score, your ad position will rise while your cost per click will lower. Understand this! It’s powerful stuff!
Now, you may be asking – “Where then does Google make their money?” Say your ad is the opposite of points 1 and 2. Google will charge people MORE if they have a bad CTR and a bad relativity score. Some advertisers are so desperate to get on that first page that they will pay obscene amounts per click. If they only knew. This is what makes Google’s wallet fat. This is also to deter ad spammers from posting irrelevant search content.
This article was written by:
Tonia Hardeman
www.easy-properity.com
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