Though it can be complicated understanding what Google really wants from you when it comes to your ads it can be made quite simple if you look at it from Google's perspective.
Firstly Google is basically a 'buddy' that people go to for information. Google is that friend who tends to 'know about everything'.
Now when people go to their buddy they ask a question and since their buddy has been all night looking around for the best people in the neighborhood he can give pretty good directions to the guy they should go and talk to.
Now when it comes to adverts there are people who pay our buddy to tell people about them when they come knocking for information.
With this model I can explain to you some pretty simple things that are necessary for your AdWords account to produce wonderful results.
Relevancy:
All this means is that your website & advert are relevant to the keywords you've chosen. If you've chosen 'make money' as a keyword when your advert links to a website about dog hair shampoo then that's going to pose a slight problem for our buddy isn't it.
Could you just imagine the conversation.
"Hey Google, how're ya doing, was just looking around for a way to make money. Know anybody?" Says little Timmy.
"Sure here's a list of guys I know who could help you out, oh and here's another couple of guys who I think are the best" replies Google handing over a few sheets of paper.
"Thanks a tonne buddy!" And off Timmy goes. Now because Timmy knows that Google wouldn't lie he goes to one of the 'best guys' and what does he find? A house where the owners are trying to sell him dog hair shampoo.
How do you think this looks to Timmy, now do you think Timmy is going to trust Google's 'best' guys or even his normal list anymore? Nope didn't think so.
Just because you want more keywords to cause your ad to appear more often doesn't mean that it's going to work. In fact Google most probably run your ad at all. Pick words that are relevant.
Click through rate:
With this Google obviously wants to put ads that have people clicking up first because if they're not clicking on the ad then why should they keep telling people that ask them about your keywords about you?
If you notice that your ad-copy doesn't work then just re-write it. There's really no use doing what doesn't work again and again and again...Well unless that was the point of the campaign in that case great job!
Cost per click:
Why the cost per click differs so greatly is because there are certain keywords that are so generic that you will have major corporations bidding against you.
Just ask any online marketer how much the keyword 'money' will add to your cost per click. After a look of slight surprise you'll probably get laughed at.
What Google wants you to do is refine your keywords. Find out exactly who your niche are and then start researching what they would search about more often than not then use those words.
Remember that rays of sunlight falling on a pile of shredded paper do nothing but focusing the same rays causes the paper to burst in to flames.
Focus on you target demographic and watch your sales explode!
If I were to go at this moment into what graphics you should use for your banner ads we'd be here for the next two days so I'll leave that for another article. For now though this covers the main issues that our big buddy has with ad campaigns.
Happy marketing & remember our buddy's trying to help so make it easy on the big fella.
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