Hi there!
I've just finished giving a training course on Online Marketing Strategies. One of the questions that came up concerned Google's so-called "triangle", which applies in PPC advertising using AdWords. Let m
e explain how this works and why you must be aware of it.
Google makes its money from PPC. So, it needs delighted customers who will come back and use their services again. To achieve that, the customer has to feel that Google is giving them what they want.
And what they want is for their search results to provide the answers they're looking for – accurately and instantly. To facilitate this in AdWords, Google looks for three things to be in sync: the key words the customer types in; the relevance of your advert to those keywords; and the landing page you set up for the advert.
The second point on this virtuous triangle means that your ad has to contain the key words that the user has typed in, preferably in the heading and at least once in the body copy.
The third point means that the landing page has to match the text used in the advert. For instance, if you're advert is about lawnmowers, your landing page has to be about the identical subject; there's no point in sending visitors to your About Us or Home pages. Google's spiders will actually visit your landing page and check out the language to make sure that it meets the criteria.
And the more you can bring these three points into sync, the more this will benefit you. How? Google will reward you with a higher position on the page. And you won't have to pay more this. In fact, some of the people lower on the page may even be paying more than you – because they're approach is not as focused or as relevant as yours. And thus theirs is less likely to delight Google's customers.
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