Designing your Google PPC Pay Per Click Program for Keyword Relevance

The typical approach to Google PPC pay per click program design usually involves brainstorming a HUGE list of possible keyword search terms to be used with various ad groupings (usually about 3-5 ads per group). The most important aspect of your Google PPC pay per click program design to concern yourself with is not...

Your ad copy, although providing direct impact upon your ad's click through rate, is not your most relevant concern.

The size of your keyword list, although presenting a direct effect on the number of potential ad impressions, is not your most relevant concern.

The one factor that will determine your ad placement/ranking, the cost you will have to pay per click for favorable placement, impression potential, click through rate, etc...Keyword relevance.

There are three main areas of your Google ppc pay per click program design you need to adjust for keyword relevance.

1. Display Ads

2. Keyword List

3. Destination Landing Page

The problem with focus on effective short copy for your display ads, long copy for your landing pages, as well as focus on creating a comprehensive list of general search terms, is that your pay per click program design will tend to lack the proper consistency as a whole.

This consistency is the difference between paying $1.75 to $2.00+ per click for decent ranking to generate somewhat targeted traffic and paying $.20 to $.30 per click for top 10 placement for highly targeted traffic. See the difference...

The First Step in designing a pay per click program for keyword relevance is to create a high relevance list of keyword terms. This keyword list should ideally consist of only keyword phrases and or keyword combinations that actually contain your root phrase for which you intend to develop relevance.

The Second Step is to develop an ad which has high relevance for your root keyword phrase , for display on your search engine of choice. This is fairly simple to do. For high relevance, your keyword should appear somewhere in your headline, and at least once in the body copy of your ad (preferably, the first line). Also, having your keyword appear in your display (URL) as well as the destination (URL) will greatly increase your overall keyword relevance and credibility with the search engines and the engine users themselves.

The Third and Final Step to really locking in the best possible relevance for your keyword term is to optimize your landing page. This will include having your root keyword appear in your page title, headline, page description, and also a few times throughout the page text itself.