Online pay per click advertisement is very popular these days and most advertisers prefer to use Google pay per click in order to reach consumers all over the world. While creating an ad, advertisers primarily think about their business, products and services but Google cares for their users and makes sure that the ads are relevant and useful to the searchers.
Any other advertising platform will run your ad as long as you pay them and won’t violate the editorial policy but the world’s strongest search engine does not believe in such business principles. According to them, customer satisfaction is more important than a few thousand dollars from a PPC campaign.
The search engine, however, had a humble beginning. Two friends, Larry Page and Sergey Brin, had some money and a brilliant idea, “how can we make online search better?” However, when they planned to build a search engine, most people thought that it is not a viable idea. It was like opening another fast food restaurant in the already crowded market of America. People thought they already had plenty of search engines and nobody could compete with the then ruling online search service providers.
Though, the scenario was not as perfect as people thought. The SERP results were mostly irrelevant and took a long time to load. Yet, most people didn’t complain because earlier they had to browse yellow pages to find information about a company, call them to know if the product was available and things like that. On the contrary, online search seemed like a miracle. After all, people were getting information sitting comfortably at their home within a few minutes. What else could they expect? Sergey and Brin didn’t agree with this thought since they believed they could create something that will serve users better.
From keyword stuffing to off page factors –
Prior to Google, search engines used to follow a very simple rule to decide search results and, more importantly, SERP ranking. Search engines used to look at the pages read the content and decide “ok, this page is perfect.” A page was perfect if it contained the maximum number of the searched keyword.
Business owners quickly realized this weakness of search engines and started keyword stuffing to manipulate results. End user experience was not important, only keyword was crucial. Thus, SEO experts started writing meaningless keyword stuffed content and users started to view completely unrelated web pages for their searches.
To change this scenario, Page and Brin asked the most crucial question? In the real world, how do people decide whether a source is valuable or not? They turned to the world of academics and asked researchers “how do you decide that a particular book, paper or thesis is really important?
How scholars decide? –
Scholars decide the value of a work by looking at other people’s work. If a study has been published and never gets referenced, then it’s not really important. On the other hand, if a paper appears in the notes or bibliographies, it means it must be an influential work. This is how Google started “off page” optimization. A website is important to Google if several other sites have linked with that site using the same keyword that users searched for. For example, if a blog on website design shares some web design tips and mentions “for more information, you can read X blog post on abc.com”, that means abc.com provides really valuable data to visitors. This strategy revolutionized SEO business as search results were based on quality and that quality was determined by a large community. After just a few months, Google surpassed every other search engine and now we can’t think about internet without mighty Google.
What did you learn from this?
Your website and PPC ad must support Google’s regulations –
The company knows that its main goal is to provide genuine result to users as soon as possible and when they launched AdWords, they followed the same principle.
People avoid ads in newspapers but when they search online, they accept ads willingly because they are looking for a particular product or service. The search engine giant gives value to the ads that provide a great user experience. They consider two qualities. Is the ad copy matching the query? And if someone clicks on the ad, will he get the desired item/information/service on the site? These factors determines ad placement. Google believes a click may mean a dollar today but a satisfied customer means thousands of dollars today and tomorrow. Google’s empire is not built on the advertisers’ money; their business growth is unstoppable because customers always prefer them.
Stay ahead of changes by understanding Google’s motivation –
Sergey and Larry believe that an idea is more important than capital and manpower. They are well aware of the fact that Yahoo and Bing are trying desperately to improve the search experience and accuracy to attract Google lovers. That is why; the world’s most popular search engine constantly experiments to provide even better user experience. This may seem unbelievable but in 2006, Google suddenly increased the value of some keywords from 5 cents to $10. This is not because those keywords were popular but it was done to punish the advertisers who were using those keywords. Google discovered that those ads provide poor user experience and hence penalized the advertisers until they improved quality. When it comes to quality and user experience, the search engine giant never compromises.
The rule is simple; write Google pay per click ads that serve your customers first and your business second.
I hope now you understand how Google works and why it’s important that you follow their work ethics. Always give your customers what they want and Google will be automatically happy.