So, even if advertiser A is willing to pay more per click than advertiser B for a given keyword, B will still be at the top of the results list if it's page is more relevant. So, the question is, how does Google's PPC engine determine relevancy? Well, three ways primarily:
- Good SEO: All the things you do to get your site to show up in Google's natural search results should also be a part of your PPC campaign pages as well. Think page titles, heading tags, good coding techniques, content, absence of cheat techniques, etc.
- Common Thread: There needs to be a common thread between the keyword searched, the ad copy, the campaign keywords, and the landing page. This may create a lot of work, but it's effective.
- Inbound Links: Google does its own analysis of whether your content is relevant for a given search term, but it also relies on other people's viewpoint. If they link to your page, your page's relevancy goes up. If their link contains a keyword, your relevancy for that keyword goes up even higher. The power of inbound links is why people are tempted to cheat and create their own inbound links. But, don't get caught or your relevancy scores could be wiped out for good. The best way to get good inbound links is to provide valuable content. When publishers find content of value, they will share it with their audience. And ultimately, that's the kind of traffic you want.
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