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Decrease Adwords spend, Increase ad position.

Google has moved one step closer to producing the most relevant search engine results on the web. They now reward sponsored links with higher positions if they have content that is relevant to the site they are advertising. As a result there is now a way for current advertisers to decrease their adwords spend and increase their ad ranking in the sponsored link results.

This effectively makes it cheaper to run ads which are relevant to your site’s content and discourages spam ads which are aimed to draw users to a site from the ad even if they don’t have directly related content on their site.

An example of how this works is written below:

Your site Alpine.com sells skis and ski apparel, you don’t sell snowboards, and presumably the content on your site would reflect this. A user searches for a snowboard on google and as the sports are complementary you want to convert the would be snowboarder to buy a set of skis from your website so you create a misleading advert to bring the in the potential customer.

You create the ad below:

Your ad is up against a snowboard retailer, Powerboard.com whose site is site is fully optimised to promote snowboards.

They create the ad below:

Lets say you both have snowboard as your target keyword and set a maximum cost per click on your ad of $0.50. Google would have originally rated your ads equally and you may have obtained even click through rates. Now, in line with Google’s relevancy quest, as the Powderboard website would have content that relates much more closely to the searched word and ad description it will be rewarded with a higher position based on this relevancy and could achieve the same or better results than your ad with a lower maximum cost per click. Just how low is determined by Google. To find this out would take trial and may be better left in the capable hands of a PPC expert, such as Abraxor.

This is a simple example of how Google is trying to make its search results as relevant as possible. It is very important that website owners keep up to date on these developments as they aren’t common knowledge and I am sure everyone would love to spend less to get more!

Abraxor provide SEO, PPC and internet marketing consultancy to businesses and organisations across the globe.