The importance of good content

Google is improving advertising for both internet users as well as the companies who advertise. Although businesses are paying for positioning in the sponsored results they will be penalised if their site has poor content or if the content is unrelated to the advert.

Google's recent update has been designed to undertake more thorough searches of pages that your adverts link to. If they do not match the subject then the cost you pay per each click (CPC) on each keyphrase will rise - or worse still your advert may be removed.

Say the keyphrase is "blue widgets"

But an advert reads:

Blue widgets - the chocolate cake specialist
Learn more about our blue widget chocolate cakes with delicious secret ingredients at haveyourcakeandeatit.com

Then when you click onto this you are taken to a page about "chocolate cakes" not "blue widgets". What would happen in this case is that Google would lower your quality score which would result in you needing a higher CPC in order to get a good position.

However if your keyphrases, advert and landing page all match then the CPC could be reduced as your campaign runs on.

If you disagree with a rise in cost, or complete deletion you can contact the Adwords team who will look into it for you. But the message is clear from Google:

"Providing a high quality advertising experience for both users and advertisers is important to us."

Source: Google AdWords Help Centre

The search engine updates its technology regularly to improve the user-experience, so, if your site strives to provide content that your customers like, then you'll be rewarded from Google and ultimately benefit from increased conversions and cheaper adverts.

If you need help in writing good quality landing pages for your AdWords campaign then we can help!

Here at MediaCo, our team of AdWords professionals can build a cost-effective AdWords campaign for you. All members of our PPC team are qualified by Google and we are experienced in creating successful PPC campaigns, within budget and with intelligent use of keyphrases.

We don't just manage ad campaigns - our team of specialist copywriters and AdWords professionals make sure that content is intelligent, too!

Utilising the services of an AdWords professional makes sense - especially if you are short on time!

Read more from Google about the update to AdWords

Find out more about Google's guidelines on creating quality landing pages