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If your Adwords campaigns are performing like the average Adwords campaign performs then allow me, “Welcome to Google Hell”. You see, most people involved in PPC campaign management do not have a clue when it comes to setting up and managing successful Google Adwords campaigns. Professional PPC campaign management requires specialized knowledge, a variety of tools and vigorous, daily maintenance. Most Adwords advertisers have none of these crucial factors, which is exactly why they have lost favor in the eyes of the Google gods and have been condemned to suffer the horrors of Google hell.

You are not Alone! Do not ever think you are alone when you experience horrible ad placement and high click costs. Many advertisers experience these same hardships day after day and week after week, but what do you expect? Only a small percentage of Adwords advertisers are ever extremely successful and that is because only a small amount of advertisers actually take the time to learn how to properly set up and manage Adwords campaigns. There are some crucial steps you must take when setting up your Adwords campaigns if you really want to be successful.

Success = Finding Grace in the Eyes of Google If you want to be successful in Adwords then finding grace in the eyes of the Google gods is NOT an option. In order to “find grace” there are several things that you must do to setup your campaigns exactly the way Google wants them and that requires getting inside the mind of Google and thinking the way a world class search engine does.

Get in the Mind of Google You must understand that Google, being the #1 search engine in the world, is all about providing the best content possible for its users. Not only is Google concerned about showing the best possible results first in organic search but Google is also very concerned with showing the best, most relevant results first in paid advertising as well. (Even though it is possible to influence your ad placement by raising your bids. However, earning high ad placement solely from paying more money is usually a stupid idea.) Anyway, to make a long story short Google is obsessed with “relevancy”.

I guarantee you that if you have lost favor in the eyes of Google then it is most likely because your Adwords campaigns lack relevancy or maybe Google just hates you Just joking, but on a serious note the Google gods will hate you if your campaigns are not relevant.

Relevancy is No Secret- It’s Just a lot of Work If you really want to get back in the good graces of Google then you need to make your campaigns have relevancy. Relevancy consists of three major parts; keyword relevancy, ad relevancy and landing page relevancy. Here is a quick overview of each:

Keywords Relevancy- This is where your keywords are divided up and organized into adgroups that are VERY closely knit where each keyword is highly relevant to the next. The ppc campaign management pros go even further by putting every keyword into separate adgroups. It may seem like a lot of work but it is worth it.

Ad Relevancy – Ad relevancy is where your ads are perfectly relevancy to the keywords. Ad relevancy is where the keyword searched on appears 1-3 times in the text ad. Ads containing the keyword searched on generally get rewarded higher ad placement from Google and usually get a higher CTR than most ads.

Landing Page Relevancy- Landing page relevancy is the process of making your landing page 100% relevant to all of your keywords. There are many factors which make up landing page relevancy but one great way to increase your landing page relevancy is by using a special technique called, “Dynamic Keyword Insertion”.

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