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

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

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

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

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

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

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

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