The Definitive Guide to Google AdWords: "So.... when they began to sell Pay Per Click advertising, they were extremely concerned that advertisers also put out messages that were highly relevant.
Google rewards you for being relevant, and they let people who are searching vote for you. If your ad gets clicked on, it's relevant. If it doesn't, it's not. It's that simple.
If you can't get 5 out of 1000 people (0.5%) to click on your ad, Google disables your ad. The higher your click thru rate, though, the less you have to pay for the position you want.
So this creates a 'Darwinian' effect, a deliberate natural selection that weeds out bad advertisers and rewards good ones. What's good for Google's customers is good for Google and good for you.
When all the dust has settled, what really matters is that your ads and your content be relevant to the keywords you're bidding on. Your message must match what the person is thinking.
So... what were they really thinking when they typed in 'California butterflies?' That is the question. Figure that out and put it in front of them, and you'll win on Google. Write an ad that matches exactly what they're searching for and you'll beat your competitors by a country mile."
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