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DIGITAL MARKETING: Google AdWords- relevancy pays off

Five years ago, pay-per-click (PPC) advertising more or less did what it said on the tin: you paid for each click. The principle was the more money you chucked at it, the more clicks you got and the more money you bid for a keyword, the higher placement you achieved. This is no longer the case. Although you still 'pay per click,' there is a lot you can do, and should do to optimise your PPC campaign. Google's primary objective for all search activity, believe it or not, is relevancy for the user, both in the organic and paid search results listings. They need to give the user what they are looking for so they will carry on using Google as their preferred search engine. Google insists upon relevancy being the ethos of its search engine, both paid and organic.

So how does Google determine relevancy in its paid listings? Just how can an automated program understand relevancy? It is well known that the organic listings have an algorithm (a mathematical equation) determining what position a website will get within the organic search engine results pages. It's less known that Google paid listings also has such an algorithm. This algorithm is mostly made up of the Google AdWords Quality Score of a keyword. Google rewards you for relevancy and optimising your ads and campaigns to be as relevant as possible for the user. It's not about chucking your money at it any more. Continuous optimisation of your PPC campaign is an absolute must.

Keep it relevant
Technically, the quality score has been around for a while, based primarily on judging relevancy by click-through rate (CTR). The CTR is calculated by dividing the number of clicks on your ad by how many times the ad appeared in the paid listings. This gives Google an indication of whether you are bidding for a relevant keyword or not. Keyword relevancy to the ad itself - for example, repeating the keyword you are bidding for in the ad copy of the paid listings - has also been known to influence how Google judges quality.