How to Reduce Your Google Adwords Pay-Per-Click Cost With Relevancy

One of the easiest ways to reduce your Google Adwords pay per click cost is through the use of Relevancy. By tweaking a few elements of your Google Ads as well as a few elements of your website, you could be saving yourself a lot of money, without compromising on potential traffic.

Relevancy is one of the key factors that Google Adwords takes into consideration when determining what to charge you and your business in terms of pay per click rates. The various elements that go into deciding the relevancy of your ads include the keywords you use, your placement of these keywords, your title, your description, your URL and your landing pages.

One must understand that Google differentiates itself to its users when compared with other search engines by its promise of absolute relevancy. This is primarily why Google Adwords gives ads that meet its relevancy criteria pride of place on its Search Engine Results Page (SERP). More importantly, the more relevant an ad is to the user, the lower the potential pay per click costs incurred.

 

How does Google Adwords REALLY Determine Relevancy?

The click through rate of an ad is the most significant factor taken into consideration by Google Adwords. Essentially, the click through rate of your ad can be determined by dividing the number of times users click on your particular advertisement by the number of times the ad is displayed on the SERP. For example, if Google displays your ad for ‘Women’s Clothing’ one hundred times in total, of which 8 displays result in click-throughs, then the click through rate of that particular advertisement is 8%.

The relevancy of your ad is therefore measured based on its click through rate under the supposition that a higher click through rate is indicative of a higher relevancy to users of that particular ad group. Besides this, higher click through rates also gradually convert into higher quality scores for the advertisement as well as the keywords used. The rule with Google Adwords is that when quality scores go up, pay per click rates plummets.

What you can do to Increase Relevancy and Reduce Your Pay Per Click Rates

There are a few areas within which you could work to increase the relevancy of your advertisement.

Product Categories: Choosing the right product category within which to place your ad is paramount. For example, placing an ad where the keywords include ‘coffee-table’ and ‘antique’ in a category dedicated to men’s fashion will never get you the click through rate you need to increase your relevancy or quality scores, which is what is required to reduce your pay per click rates. On the other hand, placing the same ad in a category set aside for furniture will greatly increase your chances of having users click on your ad more frequently.

 

Keywords: Equally important when it comes to increasing your click through rate is your use and placement of keywords. Listed below are some of the best locations for relevant keywords within your advertisements.

• Title of the ad
• Short Description of the ad
• URL

Ads that are charged low pay per click rates by Google are usually the ones that take care to ensure that their keywords are prominently located once in the title and at least twice in the description that follows. Placing the keyword within the relevant URL is also very lucrative when it comes to reducing your pay per click rate. A simple way to do this, without seeming obvious, is to place your keywords after a question mark in your URL. For all intents and purposes, all text beyond a question mark is considered of no use. However, its presence does increase the perceived relevance of your ad with Google. This is guaranteed to bring down the pay per click rate that Google charges you.

Landing Pages: It is imperative that the landing pages which users arrive at on your website after viewing your ad contain relevant information. Promising one thing in your ad but offering users something that seems totally disconnected from the ad viewed upon arrival at your landing page is one of the easiest ways to decrease your relevance quotient as far as Google Adwords is concerned and increase your potential pay per click rate. Other dangers that might arise from not aligning your ads and their landing pages include losing a potential customer as well as having your Adwords account revoked by Google.

The importance of keeping the relevance of all the above mentioned aspects of your ad in mind cannot be stressed enough. All it takes is a bit of extra attention when choosing product categories, deciding on what keywords to use and where to place these keywords and keeping content on your landing pages relevant to your ad. Very soon, you will begin to see a significant drop in your pay per click rates as well as an increase in your click through rate and the overall success of your online business.