The principle behind not wasting lots of money on Adwords is in making sure that your Adwords ads are relevant. When I say relevant, I mean, when someone searches on Google for instance, imagine they search with questions like “how do I knew if my osteopath is qualified?”, “will I have to take my clothes off?”, “will the treatment hurt me?”, and “do I get better treatment if I go to a better osteopath?” – they will be able to view ads that address these questions and when they click they are taken to a relevant landing page.
If you consider my question examples above, the person searching within Google expects to see organic results that answer their questions. Google also wants this same experience to apply to when they click on their ads. Sometimes the ads might not be very relevant, they might simply be saying we’re the best and we’re the most established. Google will charge you more for irrelevant ads.
Make The Effort To Optimise Your Ads And Benefit From Higher Quality Scores
Equally, if you take the time and trouble to make sure that your ads are relevant to the question being asked, you will see your click through rate increase. As a result the person clicking through is going to be a lot happier, because someone’s taken the time and effort to make sure that what they have searched on is being answered and delivered by the advert. Google rewards your keywords with higher quality scores. The person’s going to spend more time on your website, and your costs per click go down. We are no longer in the world where the biggest wallet works. It’s the person who’s willing to make the most effort who wins.
Effort wins in content marketing and SEO. It’s all changed. The old school rules have changed. We’re in a new world as it were, and everything is up or grabs. Whoever wants to get the traffic can get the traffic if they’re willing to write content and ads that are relevant.
It’s Critical To Google That Their Visitors Enjoy A Great Experience Clicking On Ads
Why is Google worried about relevancy? You may think Google thinks, OK we have our organic searches, where the top ones are the most relevant and then let’s make all of our money off the Adwords without much thought to the ad related experience?
No, they do care about the experience you have, because if you have a poor experience, if you don’t get your questions answered then people might not come back to Google over time and that effects their traffic and share price. Ultimately it effects everything in Google. For a long time, Adwords represented well over 97% of their revenue, so it’s a big deal to them. There are over 300 million clicks per day from Google Adwords, and that number is from a couple of years ago. Now we are all using mobiles to search online, so that number has increased.
Whilst everything seems to be changing, the one thing that hasn’t changed is being relevant. If you stick with that you won’t waste your money on Adwords.