Website Design Articles :: Google Adwords

Adwords - Pay Less to Make More

The single biggest factor in reducing your Adwords costs is to make your ads relevant.

What does this mean? Knowing what your customers are searching for and matching your ad as closely as possible to the search terms they are typing into Google. Remember Google's aim is to show the best possible search results to its users.

If you followed the suggestions in the previous article for setting up your campaign, you will have created a number of ad groups each for a particular key word or phrase.

For example, my own campaign contains ad groups for 'internet design' and 'website design' as these are different terms which may be used in searches. By having separate groups I can create different ads - each containing the relevant term.

Note that I said relevant? This is the crucial part. When the text in your ad matches the text used in the search, your ad will be displayed with the words matching the search term highlighted in bold - making it stand out. And if it's a well-written ad (as it should be), it's more likely to be clicked.

As the clicks increase, so does your Click Through Rate (CTR) and thus your relevancy ie your ad meets precisely what Google's customers are looking for. Your reward is an elevated position in the ad rankings and a reduction in your Cost per Click (CPC).

In the past, Google disabled ads which did not meet its relevancy criteria. However, ever mindful of their new shareholders, the position has recently changed. Now, the less relevant your ad to your search term, the more you will be expected to pay ie Google penalises those with more money than ad sense!