Google still makes sure ads are highly relevant by using a Quality Score. Your ad’s Quality Score can mean higher placement and lower cost for every click.
This quality score is a combination of the keyword relevance as it relates to the ad copy and the landing page. In simplistic terms, a Burger King ad would have an extremely low quality score in a search for “Pizza.”
Businesses set a budget with Google and bid to get space in the paid ad area based on searched words that best describe their business. These are known as “keywords.” Some types of businesses pay much more than others in paid search advertising because in that particular geographical area or market segment a lot of businesses are competing to get exposure there. In Las Vegas, for example, when people search for “personal injury lawyer” the cost per click is expensive and well over $130, while the cost for “shoe store” clicks are only $1 each or less. The nice thing is that your business gets FREE advertising presence and visibility when appearing in the cost per click section as long as people do not happen to click on you. Of course, people who do click on you are usually quite interested. Closing or success rate tends to be higher than what is normally experienced. PPC is good for reaching people who are actively shopping, but not necessarily good for building brand awareness and image or for correcting misperceptions about your business. Be careful. Pay per click is a drug and like all drugs should be taken carefully because, indeed, there are bad side effects.