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It has become common knowledge in today\\\'s society that the fastest way to source information is on the internet. Google is at the forefront of this industry with its capacity to find what you want in two clicks.

The key ingredient in any successful Google AdWords campaign rests primarily in the way the advertisement is structured. This is determined by how highly targeted and relevant your keywords are, in relation to the surrounding adds displayed on Google AdWords . The major reason Google is the largest search engine in the world, is because its ability to locate and target highly relevant material with little effort is unparalleled. In my opinion relevancy is the key determining factor. Google not only rewards customers whose adds specifically pertain to the terms being searched for, it also penalizes for gratuitous use of search terms and for irrelevant keyword listings.

So what makes a search term relevant? Relevance is obviously determined by how closely related the terms in your add are, relative to the terms being searched for. As a general rule of thumb, the more precisely your keywords correspond to the terms being targeted, the higher your adds will rank.

Going back to the mortgage/refinancing example on the page above; your target audience is primarily searching for ways to refinance their mortgage. Search terms such as debt, home loan, interest rates, though conceptually relevant are not Google-relevant.

The concept of triple A relevance in the Yellow Pages provides an analogous example. The Yellow Pages ranks their adds alphabetically. Therefore AAA Plumbing, will rank higher than AA Plumbing. In a somewhat similar vein, Google ranks their adds not alphabetically but in terms of relevancy. An add with the terms \\\'mortgage/refinancing in it twice\\\', will not rank as highly as an add with the search terms \\\'mortgage/refinancing\\\' in it three times.

In order to safeguard against the add being restricted by Google AdWords for a gratuitous or overuse of the search terms, but in order to still maximize the value of the themselves, the search terms are utilized in the title of the add, the first line of the add, and in the URL. Additionally the terms are highlighted and capitalized in the URL to further maximize their efficiency. (It is also important to note that any terms specifically searched for that come up in the title will be automatically highlighted by Google).

Repeating the search terms in the add more than this is not advisable. It is tempting to overuse the terms even at the expense of coherency. The result of this temptation could be a title which reads \\\'mortgage/refinancing\\\' for \\\'mortgage/refinancing\\\' and to take the example to the extreme, the other lines may read \\\'mortgage/refinancing, mortgages-refinance\\\', and so on and so on. This is definitely not the way to optimize your advertisement.

Not only do you sacrifice the coherency of your add, and therefore the capacity of your add to describe or sell your product with any effectiveness. You also run the even more dangerous risk of having your add restricted or banned by Google by taking advantage of their relevancy criterion. For further information on relevancy, please look out for the second part of this three part series.

About the Author:
AdWords Management assists small to medium sized businesses with their online marketing strategy through the use of the most powerful search engine in the country - Google. Our pay per click experts will work with you by setting up and optimizing your Google AdWordsaccount. We GUARANTEE that your business will be placed on the 1st page of Google.com.au when visitors search for keywords related to your website.