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Wednesday, March 22, 2006

Why Hate the Game When You Can Hate the Playa?


And now for a dip into our Reader Mailbag.

<< OK. I may be a knuckle-dragging Neanderthal, but I've never seen your site or talked to you before.

I'll be hanging around for a while. There's plenty to read and learn.

Here's my deal.........................

I make decent money in a niche business that is totally Google AdWords and Yahoo Ad driven.

My CPCs are decent and managed well.

So here's my question(s):

1. On a small niche business heavily dependent on AdWords-type advertising, can I run 4 or 5 or 6 separate businesses and/or accounts that will all advertise simultaneously and thereby give me 4 or 5 or 6 ads running at the same time to increase my odds of landing the buyer?

2. Is there some handbook or guru for rent who can show me how to do this?

3. Will Google and/or Yahoo allow it if it is set up properly?

I know I'm not the first one to ask you this and I'm sure there are pleanty of entrepreneurs out there doing exactly what I'm talking about.

What say you? >>


Dear Australopithecus,

You are, on the contrary, slightly more evolved than your average garden-variety knuckle-dragger. However, your self-esteem problems concern me. You are one smart hairy beast who walks reasonably erect, so be proud! And not in that passive-aggressive way you've exhibited thus far, either.

Your question basically refers to running multiple AdWords or Yahoo Search Marketing accounts in an attempt to "double serve" (or quintuple- or octuple-serve) ads on the page. In essence this would crowd out competitors and raise your volume, while costing you not much more per click.

This is against the Terms of Service of both services. Some are able to make a case for two ads on a page for two reasonably distinct businesses. But what you're asking is closer to asking "how do I break the rules." As a consultant, most of the time I help clients do a better job of *following* the rules. If you wanted me to help you be evil, the premium on that service would be prohibitive. I can't even imagine the amount of money I'd need to be paid to help a self-professed "knuckle-dragger" succeed, given the additional counseling time that would no doubt come with the job.

Google has tricked out AdWords in a similar way, as you'll soon see. There is a hefty Evil Premium to pay if you want to try such shenanigans. After Google's algorithmic and human quality testers catch you, your minimum CPC's may rise substantially, and without warning. Google's founders set aside the extra profits to fund an annual executive junket (in a time machine they're working on) to watch Gary Glitter play Sun City.

Posted by Andrew Goodman




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