If you want your Google AdWords campaigns to be profitable, you have to follow certain rules. And there are actually many rules and Google AdWords is getting even more and more complicated with every year. On the other hand, this added complexity is more of an advantage for the skilled PPC marketer than a disadvantage, because it allows him to outsmart his competition.
One of the rules for better performing AdWords campaigns is ad relevancy. So, what does this mean? For example, if a user searches for the keyword "how to play guitar" and you are bidding on this keyword then you should make sure that this keyword shows up in your ad - ideally in your headline.
Why is this important? Just imagine what happens if a user searches for "how to play guitar" and your ad, which talks about guitar amplifiers shows up. Well, this ad simply isn't relevant for what the user is searching for and most likely he won't click on your ad.
Irrelevant ads have low click-through rates and that's bad for you, because the lower your click-through rate, the more money you will have to pay for your clicks. For example, a highly relevant ad with a good click-through rate might cost you 10 cents per click at position 3, whereas an irrelevant ad with a low click-through rate might cost you 30 cents per click at the same position.
Here is a short summary of the advantages you will gain from writing highly relevant ads that match what users are searching for:
- Your Google quality score will improve and this means, your minimum bid price will go down.
- Your click-through rate will improve and that means, you will have to pay less money for your clicks.
- You will generate more traffic to your landing page and that means, your chances to get a lead or to make a sale will increase.
