Screw Google!

Why do so many people buy into the screw google thinking. I know that Frank Kern and friends have recently produced a product they called Screw Google however they didnt mean in any way shape or form that some individual writing code in his bathrobe could outwit Google's 2000 PHD's.

If they did I can guarantee 2 things.

1. Whatever they created would last less than a week
2. The guy writing the code would have a great job offer.

Google and its Adwords program is designed to help you the marketer understand HOW TO MARKET!

You have to love Google ( clever so & so's ) its no wonder they have become so successful.

Its hard to believe that Google came along as the new boy in town. PPC advertising was created by Overture but was perfected by Google and they will be the biggest players in town for the foreseable future.

They understand and value there number 1 most important inventory and that isnt you the advertiser! Its their customer! The humble  Google Search Box is where their customers come  looking for the answer to their question.

The user is looking for a perfect answer and Googles algorithm attempts to find the most RELEVANT results and display them for it users in a clear and simple format with no confusing links or banners anywhere it site.

Google Simply Values Its Users.

With that in mind google allows you to place your adverts on its Google Adwords program and as an advertiser you can now place your advert and have it display for search terms.

Google will not allow you to display your ad for completely non relevant search terms. It wouldn't make sense would it, you go to Google because you need to find a local chemist put "local Chemist" into google and Google comes back with

Its relevant and thats the key to adwords. RELEVANCY

Notice the sponsored listings all have the keyword "Chemist" in the ad. As a customer I do not want ads displayed all over the page about un related goods and services. Clean clear and I now have some choices to make.

You want your customers to feel the same way. They condense their search for what they want into that small box and in lieu of sitting down with a favourite uncle they type away and rely on Google to give them an answer.

Are you their favourite Uncle?

Give people what they want, mention your benefits. When writing your ads read your description and ask yourself

So What!

People want to know what's in it for them, can you give them a benefit, a solution to what they are looking for.

Google asks in fact now requires you to have a quality score. Before they are prepared to expose your adverts to their inventory they want to know:-

1. Is your Ad Relevant to the Keyword?
2. Are Your Ads Getting Clicked On?
3. Where are you sending their inventory too?
4. Is your site Relevant?
5. Do they go on to a second page on your site?
6. How long do they spend on your site?
7. Have they hit the back button straight back to Google!

In the short term Google would make more money by sending their inventory to many different advertisers but Google think long term and  SO SHOULD YOU.

Food For Thought.... Comments?

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