This is the 3 party relationship you need to understand in order to successfully market on google.

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The history of mankind has always been driven by self interest. 

Even charity organizations have their own agendas, although its not money dominance.

Recently, many google advertisers have experienced the “google slap”.  While many are still scratching their head why it happened to them, it’s actually quite simple when you put it in a logical perspective.

In order to  understand this better, lets break it down to the self interest of different parties.

The Searcher

Billions around the world go on google for one reason.  They have an itching question and they want it answered.  Most go on google over other search engines because it returns the most relevant information.

If the searchers are able to find their need, then they will come back to google the next time they have another want.

The Advertiser

As an advertiser, your objective is to ride the traffic of the hungry searchers and offer your product or service in the process.

The primary objective in your mind is SALE.  No sale = no money in your pocket.

The only thing you are concern with is how can you make the most amount of sales with minimal money spend on ads.

You want to advertise on google because it has the most traffic compare to other search engines.

Google

Google itself is a business. Plain and Simple.  

Google generates billions of dollars a year, and they intend to stay that way.

Majority of revenue google generates is from adwords advertisers. No advertisers = no revenue

Google also understands that the only reason advertisers are forking out money is because google have massive amount of searchers.

The only way google is able to get the searchers to return over and over is to provide them with relevant and useful information.

Google would like to please the advertisers as much as they can so that advertisers will spend more money.

But if google lowers their standard to please all advertisers, they would lose searchers because searchers will find less relevant information, which in turns will lose the big time advertisers because they won’t have the traffic that they need. And this downward spiral will continue…

As you can see, google won’t be able to please everybody.  They have their self interest of continuing being the biggest and most popular search engine in the world.

How You (Advertiser) Can Manipulate The Love Triangle To Your Advantage

Since google’s prime objective is to generate more revenue, and the only time you pay google is when your ad gets clicked on, then CTR (Click Through Rate) will the main determinant to get on google’s good side.

If your CTR is higher than your competitive advertisers, then google will reward you with lower CPC (cost per click) and also higher ad position.

This will allow you to receive more exposures to your target market while paying less than you normally would.

Google rewards good advertisers in order to keep them as a repeat customer while maintain the overall quality google is known for.

But Wait!

Getting google to work on your side will not guarantee you to be profitable.  In fact, if nothing is sold, then you are  likely to be out of business while receiving a thank you card from google.

Watch for my next post as I will discuss the strategies to get your customers line up with their credit cards ready while further having google favors you and eliminate your competitions.