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

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Sean Marshall, Director of SEM PPCAssociates

Sean Marshall, Director of SEM PPCAssociates

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

  • 1. Overcoming a Quality Score Slap
    Sean Marshall
    Director SEM, PPC Associates
    www.PPCAssociates.com
  • 2. Quality Score Slaps 101
  • 3. What is a Quality Score Slap?
    Advertiser is banned from AdWords due to either manual review or automated analysis
    Includes all accounts linked to “bad account” and potentially IP addresses too
  • 4. How Do You Know You’ve Been Slapped?
    Email from Google telling you
    QS of 1s across the board
    Can’t get clicks on your account
    Having some ad text disapproved or a few keywords with QS 1 is not a slap!
    A decline in traffic is not a slap, unless the decline goes to 1 or 0 clicks a day
  • 5. Reasons for Slaps, #1: Categorization
    Sources: https://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=66238; http://adwords.google.com/support/aw/bin/static.py?hl=en&guide=28439&topic=30210&page=guide.cs&answer=190447
  • 6. Reasons for Slaps, #2: Multiple Violations of Ts & Cs
  • 7. Reasons for Slaps, #3: Egregious One-Time Violation
    Sources: http://adwords.google.com/support/aw/bin/static.py?hl=en&topic=28449&guide=28446&page=guide.cs
  • 8. Reasons for Slaps, #4: Error by Google
    Miscategorized?
    Site outage?
    Phone number?!!!
  • 9. Overcoming a Slap
  • 10. Step 1: Figure out the problem
    Talk to your Google rep – they have a tool!
    No rep? Call Google customer support or find someone with a rep
  • 11. Step 2: Start Your Investigation
    Who is responsible? Are they still at your company?
    Was it a mistake or intentional?
    Has it been corrected?
    How do you know it won’t happen again?
  • 12. Step 3: Prepare Your Case – Summary of Potential Arguments
    Unique
    Relevant
    Legitimate
    Lucrative
    Reformed
  • 13. Uniqueness Arguments
    We were one of the first companies in this space
    We are the only company to offer 24/7 customer support
    Every product on our site is tested by experts
  • 14. Relevancy Arguments
    We buy keywords like “widget” and “blue widget” because we sell these items
    We have more than 50 AdWords landing pages tailored to specific ad groups
    Ad groups have specific ad text
    Most keywords have a QS of >7
    ImageSource: http://images.icanhascheezburger.com/completestore/2008/6/21/thisthreadis128585095970765586.jpg
  • 15. Legitimacy Arguments
    We have raised X millions of dollars
    We have served more than 500,000 customers.
    We have an A+ rating from the BBB
    We’ve been in business since 1995
    We won six Webbys
  • 16. Lucrative Arguments
    In the last year, we’ve spend $XXX,XXX on Google AdWords
    Our financial plan calls for an increase of X% in this budget for FY 2011
    Our market is growing by X% a year
    ImageSource: http://blog.adhack.com/2010/01/26/suggested-2010-resolution-for-ad-agencies-understand-the-google/
  • 17. Reformed Arguments
    We have put mechanisms in place to make sure this won’t happen again
    The guy who did this was fired
    We will strive to far exceed minimum AdWords compliance standards
  • 18. Step 4: Submit Request Re-Instatement
    Be polite not combative
    Don’t talk about the competition
    Ask your rep to personally plead your case (office hours?)
    Be prepared to follow through on promises immediately
    Follow up until you get an answer
  • 19. Thank You!
    sean@ppcassociates.com
    www.ppcassociates.com (PPC agency)
    www.blogation.net (PPC blog)