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Monday, October 08, 2007

SEM Strategy II: Quacking Your Way to a Low Quality Score

Unfortunately for folks looking for loopholes to trick AdsBot, yep, it's the same thing on the paid side. They can only pay a few hundred Googlers to sit around thinking about your "intent," not a few thousand, so when it comes to assessing landing page quality, much of this has to be done by automated means. But despite limited resources, there is no guarantee AdsBot or an editor won't catch your intent. An editor can look at your account, its history, how it was set up, and who knows what else. They can look around at your site, your business history... and the cut of your jib. The ad program is a smaller universe. Google staff actually have time to pay attention to all that stuff, across that known universe.

Sometimes I'll look at the combination of an AdWords ad and the offer page or landing page, and think to myself: if I *didn't* work for this client or company, I'd think it looked pretty spammy, and the intrusiveness of the ad formats on the landing page (or some other factor) just *might* be getting us flagged by AdsBot.

It is much, much easier for Google to "watch" its advertisers than it is on the unpaid side. So again, while there is a huge need for automation and Google couldn't do its job without it, the real reason behind low quality scores that derive from poor site quality or landing page quality... is largely editorial.

Gray areas abound. Sleeping dogs sometimes lie. Sometimes you wake them, and they bark. Stay tuned.

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Posted by Andrew Goodman




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