SEMcamp-2011 - Шон Маршалл - "Quality Score slap"


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Sean Marshall, Director of SEM PPCAssociates

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SEMcamp-2011 - Шон Маршалл - "Quality Score slap"

  1. 1. Overcoming a Quality Score Slap<br />Sean Marshall<br />Director SEM, PPC Associates<br /><br />
  2. 2. Quality Score Slaps 101<br />
  3. 3. What is a Quality Score Slap?<br /> Advertiser is banned from AdWords due to either manual review or automated analysis<br />Includes all accounts linked to “bad account” and potentially IP addresses too<br />
  4. 4. How Do You Know You’ve Been Slapped?<br />Email from Google telling you<br />QS of 1s across the board<br />Can’t get clicks on your account<br />Having some ad text disapproved or a few keywords with QS 1 is not a slap!<br />A decline in traffic is not a slap, unless the decline goes to 1 or 0 clicks a day<br />
  5. 5. Reasons for Slaps, #1: Categorization<br />Sources:;<br />
  6. 6. Reasons for Slaps, #2: Multiple Violations of Ts & Cs<br />
  7. 7. Reasons for Slaps, #3: Egregious One-Time Violation<br />Sources:<br />
  8. 8. Reasons for Slaps, #4: Error by Google<br />Miscategorized?<br />Site outage?<br />Phone number?!!!<br />
  9. 9. Overcoming a Slap<br />
  10. 10. Step 1: Figure out the problem<br />Talk to your Google rep – they have a tool!<br />No rep? Call Google customer support or find someone with a rep<br />
  11. 11. Step 2: Start Your Investigation<br />Who is responsible? Are they still at your company?<br />Was it a mistake or intentional?<br />Has it been corrected?<br />How do you know it won’t happen again?<br />
  12. 12. Step 3: Prepare Your Case – Summary of Potential Arguments<br />Unique<br />Relevant<br />Legitimate<br />Lucrative<br />Reformed<br />
  13. 13. Uniqueness Arguments<br />We were one of the first companies in this space<br />We are the only company to offer 24/7 customer support<br />Every product on our site is tested by experts<br />
  14. 14. Relevancy Arguments<br />We buy keywords like “widget” and “blue widget” because we sell these items<br />We have more than 50 AdWords landing pages tailored to specific ad groups<br />Ad groups have specific ad text<br />Most keywords have a QS of >7<br />ImageSource:<br />
  15. 15. Legitimacy Arguments<br />We have raised X millions of dollars<br />We have served more than 500,000 customers.<br />We have an A+ rating from the BBB<br />We’ve been in business since 1995<br />We won six Webbys<br />
  16. 16. Lucrative Arguments<br />In the last year, we’ve spend $XXX,XXX on Google AdWords<br />Our financial plan calls for an increase of X% in this budget for FY 2011<br />Our market is growing by X% a year<br />ImageSource:<br />
  17. 17. Reformed Arguments<br />We have put mechanisms in place to make sure this won’t happen again<br />The guy who did this was fired<br />We will strive to far exceed minimum AdWords compliance standards<br />
  18. 18. Step 4: Submit Request Re-Instatement<br />Be polite not combative<br />Don’t talk about the competition<br />Ask your rep to personally plead your case (office hours?)<br />Be prepared to follow through on promises immediately<br />Follow up until you get an answer<br />
  19. 19. Thank You!<br /><br /> (PPC agency)<br /> (PPC blog) <br />