WHAT DOES THIS MEAN FOR ADVERTISERS?It means the same thing as it means for SEO. In order to get listed and remain profitable, we’re going to have to add value and stop the nonsense. This shouldn’t worry anybody. Advertisers who are in the top placements are there because either (a) they are profitable in these positions and can afford to be (which means they likely have something valuable to offer) or (b) Google feels the ad and landing page are extremely relevant and provides the space for cheap. Neither of the aforementioned advertisers should be immediately affected by this change because they’re already providing value to searchers, and Google is already rewarding them with the top ad placements. The only people who should be worried about this are people who don’t have the best solution for the keyword and issue at hand. These advertisers are hanging out on the side of the page, hoping for cheaper clicks with their fingers crossed. These advertisers are only ‘wishing’ for their ad to get clicked (Quality Scores dropping by the impression). It can be assumed the asset at hand is not ideal either, which means that conversion rates are likely poor as well. That’s a lose/lose situation, and I question why anybody would desire that. Why not come up with a better strategy?
A BETTER STRATEGYThere’s a better strategy than going for cheap clicks and praying that your ad gets clicked. The answer is to create better content and add true value – solve a problem or provide such great information that prospects are willing to pay you for it with their contact information in exchange. Paid advertisers can’t just throw money at random keywords anymore just like SEOs can’t throw keywords into random articles anymore.
“Paid advertisers can’t just throw money at random keywords anymore just like SEOs can’t throw keywords into random articles anymoreBy creating more relevant [or simply better] content you’ll be able to provide the searcher a better solution and thus prove to Google that you deserve to be in the top spot. Once Google recognizes your landing page is relevant to the targeted keywords and you match that with persuasive ad copy, you will be rewarded with higher Quality Scores which will result in higher ad positions and lower CPCs. You will become an AdWords bully, leaving your competitors wondering how you can afford to advertise the way you do.]]>