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First, a quote.
“And remember, where you have a concentration of power in a few hands, all too frequently men with the mentality of gangsters get control. History has proven that. All power corrupts; absolute power corrupts absolutely.” –John Emerich Edward Dalberg-Acton, 1st Baron Acton, KCVO, DL (10 January 1834 – 19 June 1902)
Over the years Google has progressively tightened its advertising guidelines, mostly for the best. It used to be that anyone could competitively bid on keywords and place an ad on AdWords, even if the keywords they bid on were irrelevant to their ad. Also, gone are the days when an advertiser could pay their way out of the $5 or $10 “Google slap” for a poor quality ad.
In 2009, one of the enhancements Google added to their overhauled AdWords interface was a numeric 10 point quality scoring system for each keyword in an ad group. The higher the score, the more in-line the keyword is to the ad and landing page content. But like all things Google, advertisers are still in the dark over what constitutes any particular score. Google gives general guidelines on how to write a good ad and how it should relate to a landing page, but there is no checklist of items that guarantees a perfect 10. How can an advertiser improve its quality scores without knowing what needs tweaking?
I’ve been using AdWords since 2003. For about 1-1/2 years I was using it to exclusively promote a fitness product. My entire site was related to a single vendor’s product.
Coveted Ad Positioning and CPC
I did not bid on the vendor’s branded name because like many vendors, they prohibit it. Rather, I bid on a handful of broad, yet closely related fitness terms. I maintained excellent positioning in the “sweet spot”, hovering around the 4th position on the first page, with ad costs at only pennies per click. My ads were always profitable and when Google introduced the numeric scoring system, I maintained quality scores in the 7/10 range.
In the summer of 2009 I modified an ad just like I had done countless times over the years. The next morning I noticed my campaign had no ad impressions. I dug into the keywords and saw that Google had given them quality scores of 0 and refused to display the ads, yet nothing on my site or keywords had changed and the modification I made to the ad was insignificant. How is it possible to go from preferential positioning and pricing for 1-1/2 years and then in the blink of an eye lose it all?
Google Burns Its Bridges
As near as I can tell, the modification triggered a quality audit. After weeks of wrangling with the AdWords team and their canned email replies, it came down to one thing. Google considered my landing page a “bridge page” and my overall site content “poor” because my content wasn’t unique enough for them.
Google wants to create a good advertising experience for its shoppers by eliminating what it believes, replicates the vendor’s site. In other words, they think that a shopper would rather / should rather (in their opinion) see only the vendor’s site and not an affiliate’s site promoting the vendor’s products.
One of my main arguments was that my customers didn’t know the product by its brand name. Instead, they were searching for a solution to fill a fitness need. That’s the sole reason for choosing the keywords I did. My sales history was solid proof that I was dead on target with them.
My site converted those visitors into paying customers. I received emails from the affiliate manager and the owner of the company telling me what a great job I was doing and to keep it up. I was even rewarded with an exclusive coupon code. I forwarded those comments to the AdWords team in my defense, but they still refused to reapprove my ads.
Google Gives Advice, Even If It May Not Work…Which It Didn’t
Google provided a few recommendations for gaining back my former glory. One caveat though, they warned that even if I did what they suggested, my campaign may never recover. That turned out to be true. I went through the entire dog and pony show and nothing I did to the site from that point on could pull it out of the abyss. Even new pages I built following all of their guidelines got a quality score of 0. It was obvious they weren’t rating the single landing page from my ad. Instead, they were looking at the entire domain and my domain now seemed to be black-balled.
1) Google doesn’t like affiliate pages. They consider them bridge pages to the vendor. So what, I say. There are times when experienced affiliates can make a better sales pitch than the vendor’s own site, can make a better visual presentation, or give testimonials from personal experience after using the product. Or, I’ll point out once again, a shopper may not know the brand name of a product, therefore will search with generic terms describing what a product does or the benefits they hope to receive from a product.
2) Google doesn’t like affiliates to promote only one product on their site. It’s their stance that such sites replicate the vendor’s site. Google told me that I had to add products to my site that the vendor doesn’t sell in order to make my site unique from the vendor’s.
I don’t like creating pages like that because they take the spotlight off of my featured product and send my visitors off shopping on another site. People get sidetracked while browsing and if they don’t come back, that’s a lost sale. I have one job as an affiliate and that’s to promote the vendor’s product to the best of my ability, not send them to another merchant’s site.
In some cases, a vendor may not like its products being compared to those of another because their own products may cost more. Consumers don’t always look at quality, they want a bargin. A year ago I struck up a deal with a web hosting company to get lower pricing on their plans for my customers. However, I was prohibited from advertising their company in any type of comparative manner, like many web hosting affiliates do, because even at the lower price, they were still two to three times more than other companies.
I’m not completely against all of Google’s advertising guidelines. I agree with them that ads should not be misleading, a landing page should provide what the ad says it will and a visitor should not have to opt-in to a mailing list to get the information promised in the ad.
But the Google god has taken on the “gangster mentality” that Baron Dalberg-Acton referred to. Google has monopolized AdWords by excluding single-vendor affiliates, yet permitting the original vendors of the product to advertise. They are driving down the competition by allowing the original vendors to corner the market on PPC. Should Google be allowed to tell affiliate advertisers that their sites must contain products not sold on the vendor’s site in order to be able to participate in AdWords? Can you say unethical, unfair business practices? I smell a class action lawsuit.
A vendor’s survival often times depends upon the sales generated by its affiliates. By denying affiliates from competing in the keyword bidding process with single-vendor websites, Google is choking off the sales force of thousands of companies and turning off the cash flow to the affiliates who, in the past, and like myself, successfully used AdWords. I instantly stopped making sales the day Google slapped me.
Yes, affiliates can use other PPC services, but none of them have the coverage that AdWords does.
Yes, affiliates can use search engine marketing to promote any product in any manner, but not everyone has the skill set and the tenacity to do it. Fortunately, in about three months’ time I’ve managed to regain about 85% of my pre-Google slap using SEM, but it’s hard work.
You see, the beauty of PPC is that it’s “instant-on” advertising. You don’t have to spend weeks or months trying to achieve top ranking in the SERPS, something that’s impossible for highly competitive niches.
In my opinion, no white-hat advertiser should be denied running an honest PPC campaign because they chose to sell only products from a single vendor on their site. The competitive bidding process should be amongst the advertisers, not Google.
Since 2003, I’ve spent over $16,000 on AdWords. That’s a grain of sand on the Google beach, but I can guarantee you, I won’t be spending another $16,000 with them. Not when Google has turned into a gangbanging thug, killing off affiliates one by one.
AJ Farro is a retired programmer and creative consultant for a variety of websites. If you need a serious webpage builder that doesn’t require a computer science degree to use or flaky FrontPage extensions, take a look at some of the best web design software deals. Then take care of your new website and our Earth with reliable, cheap green hosting.
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Many people start their internet marketing career with Adwords and quickly realize just how difficult it is to do well at. It is not that it is particularly difficult but it does need to be carefully monitored and tracked. Many product makers would have you believe that you need to know some information that nobody else knows. The truth is that within the training manuals and help Google provides you have most things you require. Of course there are some tools and software that can automate many processes and make life easier such as the bid automation tool created by Dr Mike Woo-Ming called PPC Evolution, but everything else is provided to you.
One of the major mistakes new advertisers make is that they throw up a largely untargeted group of keywords and send as much traffic as they can to it. This will probably result in failure and you burning through your daily budget rapidly. Instead aim to make everything relevant to your keyword groups. You should be able to compile keywords into a set of general themes which you can then target individually with different landing pages and adverts. You should get a much higher click through rate and much better conversion figures this way.
The other major error is not tracking your statistics to see exactly what is working. More than likely you will have some keywords that give you sales and others that cost too much and give you no sales. Without careful monitoring you will not be aware which are delivering for you and will be losing valuable revenue. Tracking becomes easy when you get used to it. You can create a spreadsheet with each keyword and match this up to the sales figures. This will show you how much it is costing to make each sale and whether it is worth ditching the word or not. Follow these rules and you should find you make a much greater return on your ad spend. Also you may like to check out a tool like the one found at PPC Evolution review to give you a head start over the competition but you should get a grasp of the system before you try this. A great course to start is called Google Conquest.
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As you begin creating and writing compelling ads for your Google Adwords campaign, it’s important to know which keywords and keyphrases to use so that people can identify your ad with ease. Google Adwords expert Perry Marshall encourages all Adwords users and pay-per-click managers to make full use of the Google Adwords Keyword Selector Tool when creating each ad. Besides its being a free tool, this allows you to put in your niche all the most popular and profitable keywords and helps you track possible keywords for your other campaigns. The Keyword Tool is especially helpful for fine-tuning your efforts when ads are performing poorly; if you’ve written an ad using low-traffic keywords, there is a good chance that your ads are not being clicked enough to make your ad effective.
Below are some tips to help you utilize Google Adwords Keyword Selector Tool in your Adwords campaign:
1. Do a broad search. Many people make the mistake of using very specific keywords or keyphrases when they first begin conducting research with Google Adwords, but this can leave you with only mediocre results. Do a broad search instead and use the ’synonyms’ tool that recommends variations as part of the results.
2. Use a set of similar keywords as you create different ad groups. Monitoring those that generate results and those that don’t becomes easier when you design a new ad group for every campaign. The Google Adwords Keyword Selector tool has a built-in ‘relevant keywords’ feature that may help you in case your search needs narrowing down.
3. Employ a ‘negative keywords’ strategy. Google Adwords campaign’s optimization may require evaluating words and phrases that do not in favor of your market; you may adjust the Google Adwords tool so that it will only display relevant words. For example, if you are selling greeting cards but your basic search keeps showing results for ‘free greeting cards,’ you can eliminate the word ‘free’ by designating it as a negative keyword. The Google Adwords Keyword Selector Tool will now only show you results without the word ‘free.’
4. Use the Site Content feature if you don’t know where to start. Based on your site’s content, Google systematically scans your webpage and recommends related keywords. These may be strong keywords for your niche if your homepage gives data or facts on services and trends in your marketplace. Once the scanning process completes, keywords related to ideas and topics will be displayed in your results.
5. Location, location, location. Being specific about the location may be a small detail to most people but it is actually an important element that must be added to your key phrase or term. This is especially important if you offer products or services within a particular zone or area; the traffic you can generate from these keywords may be much higher than a general search, and will get you highly targeted, even qualified traffic. To determine your ad campaign’s best combinations, append a keyword or keyphrase with a location.
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Google Adwords campaign can produce amazing results and can show its true potential in online marketing when you know how to take a proactive stance against failure by not simply ‘waiting’ for an outcome or thinking of this as a one-time project.
Many experts and professionals in this area have already mastered the techniques, which is why it is without a doubt that every ad published becomes a hit; however, making an ad with the best combination of keywords and copy do not neccessarily require similar expertise from you but it calls for understanding the campaign’s optimization.
Perry Marshall, the author of The Definitive Guide to Google Adwords outlines several strategies and techniques for monitoring, tracking, and analyzing the result of each of your campaigns so you know exactly what to change and when. The hard work has already been done; many Pay Per Click masters have shared their tips and strategies for optimizing campaigns and there is a very simple process to getting started on optimizing your own Adwords program.
Start by ensuring that your landing pages are rich in content. The first step in encouraging more visitors to click on your ads is to put plenty of quality information on your page, meaning, it has to contain relevant keywords and keyphrases to your ad’s featured or offered incentive. Aside from making your page easier to find in Google searches, it also saves you additional cost-per-click for the keywords.
Second, check your usage of any negative keywords in your campaign ad. These keywords refer to those that usually attract to your site unnecessary or wrong kind of traffic. For example, if you are in the business of selling gardening tools and books about gardening, you are not interested in attracting people looking for ‘free gardening tips’ or ‘gardening events’ (unless you offer these on your site). Eliminating the words ‘free’ and ‘events’ from your list when using the Google Adwords Keyword Selector Tool will ensure your results are highly targeted and relevant to the market you are trying to reach.
Next, it pays to regularly track your competitor’s activities by reading their ads. Making sure your ad stands apart from the competition is essential for a successful campaign; if your ad sounds or looks too similar to your competitor’s ad campaign, you could be missing a large portion of qualified traffic.
In the same way, you can think of possible and highly unusual angles as you introduce the same information to create impact; your headline must bear words that are action-oriented, and all the main words must be written in all caps. Monitoring your competition’s ads regularly gives you another advantage; this strategy can help you drill down which keywords may be performing better than others.
Generate the most click-throughs in your niche, by keeping in mind that Google Adwords campaign’s optimization and fine-tuning are necessary in your ad’s success rate. Follow all the techniques mentioned here and you can be assured optimal performance in your Google Adwords campaign.
Technorati Tags: adwords, creating ad campaigns, effective ad campaign, google adwords, internet marketing, pay per click
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