Why Is Relevancy So Important?

When first starting out you'll notice a few hoops you have to jump through to work with Google Adwords. One of the biggest hurdles is understanding relevancy.

But before trying to grasp the concept, a lot of people get drawn into the argument of "why is relevancy important". It's your advertising budget. Your money, your time -- you should be able to run ads and target who ever you want regardless of relevancy. Right?

It used to be that way. In the early stages of internet marketing consumers could be flooded with ads that were not directly related to their search query. If an advertiser paid enough, they could run ads with low relevancy.

But after analyzing several years of data Google and advertisers came to the same conclusion. When you place unrelated ads in front of consumers it leads to a lower conversion rate. But when you show them ads directly related to their query the conversion rate rises.

Search browsers don't like to be interrupted. They want the information they want, when they want it. If you try to sell them something they aren't looking for you're unlikely to get a sale.

It's because of the conversion rate that Google requires high relevancy. It's in their best interest to help browsers find information they want, and it's in your best interest to sell products related to their search query.

Relevancy, on the surface, seems like an unnecessary hurdle but it's in your best interest to comply with guidelines that have proven to increase conversion rates.


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