Online Means

There is 1 central idea; 1 key notion that Google wants you to be aware of. If you have this right, Google will literally compensate you by giving you lesser prices on clicks and your clients will reward you by purchasing what you put up for sale.

If you don’t have this correct, you'll pay way too much for clicks, your competitors will swallow you up, and your entire Google experience will be very, very horrible.

The one factor that counts on Google is relevance. You may consider this as "message-to-market match." This will make complete sense as soon as you comprehend a bit of Google's history.

Google began business in 1998, after the "gigantic boys" in the search engine game like Yahoo and AltaVista were already deep-rooted. At the time, not many people would have bet that Google would surpass them all - but in less than five years they did precisely that.
What's even more outstanding is the fact that they did so without a bunch of hype and noisy marketing. They accurately built a better mousetrap and the world beat a pathway to their entrance.

So what happened?

Google's mission in life was to build a search engine that would give people exactly what they were searching for, as fast as possible. If you were searching for "California Hotels" they wanted to give you the very best and most popular California hotel websites on the very first page of results.

They developed an amazing mathematical blueprint for figuring out who visited websites and why, and using that information in their search engine.

So ... when they began to sell Pay per Click advertising, they were really concerned that advertisers should also put out messages that were extremely relevant.

Google rewards you for being relevant, and they let people who are searching vote for you. If your ad gets clicked on, it's relevant. If it doesn't, it's not. It's that simple.

The higher your click through rate - i.e., the more people who see your ads and click on it - the less you have to pay for the spot you want. But if you write awful ads, Google will make you pay extra to get your ads to show at all.
So this creates a "Darwinian" effect, a deliberate normal selection that weed out bad advertisers and rewards high-quality ones. What's good for Google's clientele is good for Google and good for you.

When all the dust has settled, what really matters is that your ads and your content be relevant to the keywords and key phrases you're bidding on. Your message must match what the person is thinking.

So ... what were they actually thinking when they typed in "California hotels?" That is the question! Figure that out and put it in front of them and you'll win at Google. Write an ad that matches exactly what they're searching for and you'll beat your competitors by a country mile.

Let me tell you a short story. I once created an AdWords campaign and immediately after I launched it, Google asked me to pay $10 for my ads to appear on the first page. I was surprised. So what did I do?

1- I checked my quality score and found that it was 1 on 10. It was very poor. I started optimizing my campaign.

2- It appears Google didn't like the landing pages I used. So I changed them. My quality score moved to 2, and with a that quality score, Google was then asking me to pay $5 for my ads to appear on the first page. Notice a 50% reduction of my cost.

3- It appears Google didn’t like my ad text so I changed it and made it more relevant to my keywords and landing pages. My quality score jumped to 5 and Google was then asking me to pay $1 for my ads to appear on the first page.

4- After other optimizations tricks which are beyond the scope of this Article(Follow link to download my free well written: e-book for more on this) I am now paying 25 cents for the same campaign Google initially charged me $10.
With this case study, nothing should be able to explain in greater details how Google value relevance over anything else.

Just so you don’t forget: Your keyword quality score highly determines how cheap or expensive you clicks will cost. Quality score is based on 2 main factors.

1-Your Click through rate (CTR)

2-The relevancy of your keyword to your ad text, the relevancy of your ad text to your landing page and vice versa. So keywords should be relevant to ad text, and ad text should be relevant to landing page.

If this is achieved, you will have something like this mathematics equation: If A = B = C then C = A. and that is what Google likes.

Where A = Your keywords,
B = your ad text
And C = Your landing page

Optimize your AdWords campaign by working hard to achieving a high relevance and a high CTR, then you will be paying less in CPC. Create ad groups that are focused on a single theme or product.

A Valuable Little Piece of Customer Psychology for You:

Here's a small mental trick to assist you write Google ads.
Visualize that you are not you. You are your client. You're not the guy with the cool solution to your customers’ problem. You're the gentleman or lady with some stupid problem. You have got itchiness and you want to scratch it. And you're not in front of your computer. You're sitting in front of their computer. What do you type into the search bar on Google? And what do you hope will come up?
Give a response to that question and you'll always be winning when marketing online.