There is ONE central idea, one key concept that Google wants you
to understand.
If you have this right, Google will literally reward you by giving you
lower prices on clicks, and your customers will reward you by buying
what you have to sell.
If you DON'T have this right, you'll pay way too much for clicks, your
campaigns will get disabled, and your whole Google experience will be
unpleasant.
The one thing that matters on Google is relevance.
You might think of this as "message to market match."
This will make complete sense once you understand a bit of
Google's history.
Google started in 1998, after the "big boys" in the search engine
game like Yahoo and AltaVista were well-established.
At the time, few people would have bet that Google would overtake
them all - but in five years they have done exactly that.
What's even more remarkable is they did so without a bunch of hype
and loud marketing. They literally built a better mousetrap and the
world beat a path to their door.
So what happened?
Google's mission in life was to build a search engine that would give
people exactly what they were searching for, as fast as possible. If
you were searching for "California butterflies" they wanted to give you
the very best and most popular California butterfly websites on the very
first page of results.
They developed an amazing mathematical formula for figuring out
who visited websites and why, and using that information in their
search engine.
So.... when they began to sell Pay Per Click advertising, they were
extremely concerned that advertisers also put out messages that were
highly relevant.
Google rewards you for being relevant, and they let people who are
searching vote for you. If your ad gets clicked on, it's relevant. If it
doesn't, it's not. It's that simple.
If you can't get 5 out of 1000 people (0.5%) to click on your ad,
Google disables your ad. The higher your click thru rate, though, the
less you have to pay for the position you want.
So this creates a "Darwinian" effect, a deliberate natural selection
that weeds out bad advertisers and rewards good ones. What's good
for Google's customers is good for Google and good for you.
When all the dust has settled, what really matters is that your ads
and your content be relevant to the keywords you're bidding on. Your
message must match what the person is thinking.
So... what were they really thinking when they typed in "California
butterflies?" That is the question. Figure that out and put it in front of
them, and you'll win on Google. Write an ad that matches exactly what
they're searching for and you'll beat your competitors by a country mile.
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