In case you didn't know Google makes virtually all of it's money from pay per click advertising. When you do a search on Google you'll see several results which are actually ads. These are typically the top two results at the top of the page and then all the results listed on the right hand side of the page. When you click on those ads Google charges it's advertisers. The price for each click is based on a bidding system. Advertisers bid for position on a keyword basis.  At it's most elementary level the highest bidders get the highest position.

Years ago Google introduced something called Quality Score to their bidding system. The spirit of Quality Score is to reward advertisements that are highly relevant with higher ranking at a lower cost. It's quite possible you can have top position on Google and not be the highest bidder for a keyword. How Google calculates a Quality Score is a secret but it's obvious click through rate is a major component. The best method Google has to determine the relevancy of an ad is the percentage of real people click on it. The higher the percentage of people who click on an ad - the higher the click through rate.

You can use Quality Score to your advantage by increasing your click through rate. People tend to be more likely to click on ads that reflect the search term in the title and body, and that have a high ranking. So by making a highly relevant ad, landing page, and by bidding high when launching an ad you can establish a high click through rate. The high click through rate will lead to a higher Quality Score and therefore a lower cost per click.

Stay tuned for the next installment where I'll provide step by step instructions for creating a quality Adwords ad and a relevant landing page.

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