RELEVANCE

Introduction 

Relevance in any area of life is important. Without relevance in a communicated message there is often incongruence, where the message is misunderstood by the receiver, and miscommunication results. This article is about the importance of relevance in a Google AdWords campaign, and how important it is.

What is Relevance?

Relevance in this context is fundamentally a decision made by Google as to how relevant the text of your website (beginning with the landing page, but then other associated pages) is to your ad campaign. It begins with determining whether there is a match between the text and keywords of your website and the keywords of your ads.

If your website is all about (for example) providing finance for small businesses, and your ad keywords are all about loans for individuals, then there is incongruence and Google will judge your ads to be less relevant, and will be more likely to penalize your campaign, making your campaign more expensive and less effective.

How do I ensure Relevance in my ad campaign?

The most important thing is to make sure that your website and your ads match in terms of text and keywords. Also make sure that your landing page links to good quality pages on your site that include information about your company. Google like that.

Among the things that Google look for in terms of relevance is the originality of the content. If you are running a number of websites which are very similar, then make sure that the content that they have has a degree of originality and are not simply copies of each other at different addresses.

Google also emphasizes the importance of transparency. What sort of business you are should be clear from the landing page, and as Google is wanting to uphold the respectability of AdWords, businesses with dubious legality are unlikely to have high relevance and may even have accounts cancelled. This should also involve websites not asking for more personal information than is needed at any given stage. An ad campaign than seems to exist largely to harvest personal information will be frowned upon.

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Finally Google asks for navigability from websites using AdWords campaigns. It should be easy for customers to find the product or service that was advertised in your ad campaign, without having to navigate through unnecessary adverts of other kinds or other irrelevant information. Your landing page should also be as quick loading as possible and therefore unburdened with unnecessary text or graphics beyond what is needed to maintain its relevance and quality score.

 Clarence A

http://www.theTrafficPlan.com/clarenceag