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Don’t Get Slapped: 5 Ways to Make Sure Google Doesn’t Penalize Your AdWords Account

Jul 3 • Uncategorized • 4757 Views • No Comments on Don’t Get Slapped: 5 Ways to Make Sure Google Doesn’t Penalize Your AdWords Account • By Tyler Moran

 

The “Google slap” is essentially the internet giant’s way of telling you that your ads aren’t up to their high standards. There are a few different levels of these slaps, some of which will hurt more than others. These range from higher minimum bid prices for your keywords, to reduced ad serving, all the down to complete banishment from Google. Since Google is pretty much the lifeblood of internet advertising (sorry, Bing!), a lifetime ban can be equivalent to a death sentence. This happens most often to small business owners with little AdWords experience. So here are 5 easy ways to make sure that you don’t get slapped:

  1. 1.      Don’t forget to actually use your keywords in your ad. If your keywords aren’t included in your actual ad copy, it decreases the likelihood Google users are going to click through. Without the keyword you paid for, the ad itself will seem irrelevant to searchers. This is an all-too-common mistake that can really hurt your CTR. In Google’s eyes, this is a punishable offense. If you aren’t giving users what they want (valuable search results), you’re going to get slapped.
  2. 2.      Optimize your landing page. Sounds like a no-brainer right? You’d be surprised how many AdWords account mess this one up. A well optimized landing page includes putting keywords in your headline, ad copy, and meta tags. It’s important that your landing page is simple in both message and design and has a clear call to action. If it doesn’t have all of these things, there’s a pretty good chance Google users are going to click on over to the next ad instead of giving you their business. Obviously, this hurts your profit margins, but importantly your page’s value in Google’s eyes. To get a better feel for what Google is expecting of you here, try out their website optimizer tool. Another common landing page problem that Google takes issue with is slow loading times. Let’s face it, it’s 2013 and the human attention span is rapidly dwindling. When searchers have to wait more than a few second for your page to load, there’s a good chance they’re just going to navigate away from the page. This is another big no-no for Google.
  3. 3.      No unrealistic guarantees about your services. This can really throw Google into a rage. If your plumbing services ad is promising a lifetime of clog-free flushing, you’re making an unrealistic guarantee. Anyone gullible enough to sign on to your false promises is obviously going to be disappointed and Google’s advertising credibility is going to take a hit. They won’t be happy about this and rest assured, they’ll make sure you aren’t happy about it either.
  4. 4.      Make sure your landing page is safe for Google users. Basically, this entails ensuring your ads aren’t infecting searchers with viruses. Clearly, this isn’t part of your marketing strategy, but some inexperienced advertisers may be sending out viruses to users without even meaning to. It might be that the software you’re using actually harms other users or maybe your account was recently hacked without your knowledge. The point is it really doesn’t matter. If you are responsible for a searcher getting a virus, Google can and will slap some sense into you.
  5. 5.      Avoid reciprocal, broken and low-quality links. Here’s another no-brainer that we see perpetrated way too often. If there are any bad links on your landing page, you are seriously at risk of incurring Google’s wrath. If a user is clicking your ad only to find themselves lost in 404-land, you better believe you’ll be hearing from Google about it.

 

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Tyler Moran

Content Marketing Manager at Sales and Service Media Group
Tyler is the content marketing manager for The Service Coach. He is a graduate of the University of Vermont and is currently pursuing a degree in digital media from Emerson College. He lives in Boston, Massachusetts where he loves to read, write and enjoy the outdoors with his dog, Otto.

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