Whether you post your advertisement on Google Adwords or on any other advertising platform the main objective of advertising is that you promote everything realistic about your product and that it grabs attention of everyone. But what makes Google Adwords different from other advertising platforms is that Google takes care of your promotional efforts and checks whether your ad has ability to attract the audiences or not and that whether it has realistic information or not. On the contrary other advertising agencies are not concerned about relevance of your advertisement they are only interested in getting their cheques cleared from bank and take action against you only in situation when you fail to follow any of their guidelines.
However for Google also it has also not been an easy task to check everything about your ads, especially in an environment when there were various search engines dominating the world of search engines. But the problem with these search engines was that they were not able to deliver satisfied results to the researchers and the results revealed by them consumed enough time to download the data. But Google faced all these problems with full determination and finally succeeded in establishing itself as the most liked search engine of its time. Providing relevant information to the researchers and maintaining their privacy. To achiever this objective Google had to worked on various aspects:
(1) Useless stuffing of keywords:
The search engines that existed before the emergence of Google were influenced by the rules which were determined for search engines to display the search results. The then search engines looked for the pages which had same words as mentioned in search page and then display it on their result pages. The more appearance of specific keyword on any page was an indicator of authentic search result. This was soon noticed by owners of different websites and they recognized that for getting top ranking on search engines pages they should try to stuff huge number of keywords. Without taking in concern its impact on research results of the researchers. Their main objective was to being noticed by search engines. For instance if anyone was interested to conduct a search on 24 inch unicycle tire, than results displayed by search engines revealed information regarding all those pages which had same keywords. The working of SEO was restricted only in searching of keywords. This meant that the researchers were not able to get authentic information from the then search engines. All these circumstances compelled Google to think on the question that how researchers will evaluate that the information revealed to them is relevant or not. And to find an answer to this question Google forwarded this question to scholars that how the researchers will know about the relevance of results displayed by search engines.
(2) Criteria of Scholars:
Normally scholars evaluate the relevance of any research on the basis of its reference made in other studies. If any research is not referred in other publications it is an indication that its work has not been noticed by other researchers. On the other side if a research study has been referred by various other researchers that means it has been able to meet expectations of other researchers. Keeping this factor in concern Google decided its policy which is known as “off page factors” which was helpful in determining the relevance of any web page based on specific keyword. If any web page was linked with other web pages having the same keyword it meant that web page has authentic information. And in this way the results displayed by Google were based on factors which were determined by large section. This strategy helped Google in acquiring top position in world of search engines.
1. Your advertisement and website should meet the guidelines determined by Google:
Google considers it as its prime responsibility to deliver quick and authentic results to its researchers. They considered the same principles at the time of introducing Adwords in 2002 and focused on integration of authentic information about advertisement. Advertisements which were not authentic were supposed to affect the image of Google in world of search engines. Google understood that searching for anything on search engines is totally different from searching any information on television or in newspaper. While searching for anything online people look for additional information they will get about particular subject whether it is paid or organic. And therefore Google encourages those advertisements which deliver required information to the researcher. For this Google considers two factors:
- If any research clicks on particular ad, does he get the relevant information from that website?
- Does the content of ad is similar to keyword entered in query?
If Google is satisfied from the answers of both these questions it recommends your name for PPC. Because Google knows that by getting a dollar on one click means more satisfied searchers next day which means more dollars in coming days.
2. Understand Google’s Motivation criteria:
The psychology on which Google works is that it believes that there are various experts which are trying to develop more advanced search engines better than Google and therefore its dominance is always at an edge and therefore Google is continuously endeavoring to enhance the quality of its search results. It was because of this in 2006 Google punished the advertisers who advertised poor quality advertisement on Google. And still Google is following the same practice and various advertisers have found themselves out from the results of Google page. If still you do not understand Google’s policy day is not far from you finding yourself out from the Google search engine page. Once you understand the simple principle of Google Adwords of posting relevant and appealing information to audiences Google Adwords will not be less than a simple tool for you to play.