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The Ultimate Answer To Google Slap 2009 Dr Harlan Kilstein Affilicon Israel June 1 2 2009


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The Ultimate Answer To Google Slap 2009 Dr Harlan Kilstein Affilicon Israel June 1 2 2009

  1. 1. The Ultimate Answer To Google Slap 2009! Harlan Kilstein
  2. 2. <ul><li>Make No Mistake About It, Your Website Is A Target Unless… </li></ul>Why These Two Billionaires Are On A Mission To Destroy Your Online Business.
  3. 3. Google Slap – The Devastation
  4. 4. What Do Larry & Sergey Want? <ul><li>Their goal is to dominate the Internet and offline marketing as well. </li></ul><ul><li>They created Google their own way – repeatedly bit the hand that fed them. </li></ul><ul><li>Incurred the anger of the SEC and Wall Street when Google went public. </li></ul><ul><li>They never compromise on their core value that the Internet should have quality information. </li></ul>
  5. 5. So asking when Google is going to go back to the old way of doing business is the same as asking… <ul><li>When are the Beatles going to get back together? </li></ul>
  6. 6. The Slap Heard Round The World <ul><li>On Black Tuesday, Google sucker punched Adwords accounts by jacking up bids from nickel and dime clicks to $10-$15. </li></ul><ul><li>The only excuse offered was they wanted Adwords sites to be quality sites. </li></ul><ul><li>Google offered nebulous guidelines. </li></ul><ul><li>Google refused to offer details of rhyme or reason. </li></ul>
  7. 7. The Rumors <ul><li>Google wanted to fix the Adsense scams </li></ul><ul><li>Google doesn’t want name squeeze pages </li></ul><ul><li>Google is moving to change Adwords to a CPA format and they are deciding which sites will make them the most money. </li></ul><ul><li>Google wants all Adwords sites to offer quality information. </li></ul><ul><li>Google doesn’t like affiliate marketing. </li></ul><ul><li>Google doesn’t like one page sales letters </li></ul>
  8. 8. More Rumours <ul><li>Google wanted a privacy policy. </li></ul><ul><li>Google wanted FAQ’s. </li></ul><ul><li>Google wanted contact information. </li></ul><ul><li>Google wanted more content. </li></ul><ul><li>Google didn’t want simple re-directs. </li></ul><ul><li>The standard answer Google gave was… </li></ul>
  9. 9. Google Gives Marketers The Middle Finger <ul><li>Hello [], </li></ul><ul><li>I've confirmed that the quality review of your site was correct, and that your current landing page quality is very poor. Sites that don't include useful content, products, and/or services for internet users are often difficult to advertise efficiently and effectively. </li></ul>
  10. 10. Google Says: Take Your Money & Go <ul><li>Based on user feedback, we've found that low quality sites lead to a poor user experience, and unhappy users are less likely to click on AdWords ads. Also, advertisers with quality sites see higher advertising costs when they are forced to compete with ads for poor quality sites. AdWords provides the best results when both users and advertisers have a positive advertising experience . </li></ul>
  11. 11. <ul><li>According to our review, www.[].com is a poor quality page and will continue to cause higher minimum bid requirements for you, and potentially low return on your investment. Therefore, AdWords may not be the online advertising program for your website or business. </li></ul>Would You Please Go Away!
  12. 12. <ul><li>If you have additional questions, please visit our Help Center at to find answers to many frequently asked questions. Or, try our Learning Center at for self-paced lessons that cover the scope of AdWords. </li></ul><ul><li>We look forward to providing you with the most effective advertising available. </li></ul><ul><li>Sincerely, </li></ul><ul><li>Dina K. </li></ul><ul><li>The Google AdWords Team </li></ul>
  13. 13. Who Did Not Get Hit… <ul><li>Large commercial accounts even if their sites were not “quality sites.” </li></ul><ul><li>Many older sites. </li></ul><ul><li>Sites advertising on the Content network. </li></ul><ul><li>Many niche sites with all of the “offending” problems were totally ignored. </li></ul>
  14. 14. What isn’t commonly known… <ul><li>Google is manually reviewing every site that uses AdWords. </li></ul><ul><li>Just because you didn’t get hit right away, doesn’t mean they won’t get you in round two. </li></ul><ul><li>Your current domain “could” be poison to you. </li></ul><ul><li>Your current account “could” be flagged. </li></ul>
  15. 15. Old Quick Fixes… <ul><li>Put more money into the content network - this is already changing. Google putting you on garbage sites. </li></ul><ul><li>Bring your name squeeze to a blog </li></ul><ul><li>New domain – new account. Got ya! </li></ul><ul><li>If you use black hat techniques, Google will catch up with you sooner or later. </li></ul><ul><li>Here’s proof… </li></ul>
  16. 16. The Dreaded Google Ban
  17. 17. Google Slap 2009 <ul><li>I apologize for not getting back to you sooner. There are certain business models that usually lead to poor landing page quality because we find that they can lead to a poor experience for our users. When we look at a site, we basically ask ourselves if we think it's a good site and also if it provides useful, unique, and relevant content. We also ask ourselves if we would ever enter personal information on the site or if we would recommendit to a friend. </li></ul>
  18. 18. Google Slap 2009 Continued <ul><li>From there, we do go through the different business models to see if the site fits in those categories. I have listed all the business models below that usually are affected negatively by landing page quality, which means that we find that the site isn't usually relevant to users. There can definitely be some exceptions within each business model,but we can discuss that on a one-off basis. </li></ul>
  19. 19. Google Slap 2009 Continued <ul><li>BUSINESS MODEL CHECKS </li></ul><ul><li>Certain verticals/business models are often affected by landing page quality. These include: </li></ul><ul><li>1. Arbitrage </li></ul><ul><li>what we don't like: sites that exist to buy cheap clicks on AdWords with the intent of getting users to click on AdSense ads on their site do not add value. They cause users to have to click extra ads before reaching the site they were hoping to find. </li></ul>
  20. 20. Google Slap 2009 Continued <ul><li>2. MLM/Get Rich </li></ul><ul><li>what we don't like: Sites that prey on gullible user and that promise unrealistic things possible exceptions: legitimate franchising and reseller opportunities offered by well known brands. For example, if Subway sells a franchise with the promise of making a lot of money, this might be acceptable. </li></ul><ul><li>3. Spammy eBook/newsletter </li></ul><ul><li>what we don't like: sites that make outrageous or sensational claims in an attempt to collect the user's email address. </li></ul>
  21. 21. Google Slap 2009 Continued <ul><li>4. &quot;Free&quot; sites </li></ul><ul><li>what we don't like: sites that offer free rewards in exchange for participation in a number of promotional offers. These sites make it har to collect the free reward and they collect personal information used to spam users. possible exceptions: If the manufacturer gives away its own product as part of a promotion. </li></ul><ul><li>5. Comparison shopping/review/aggregators (this includes Travel aggregators) what we don't like: sites that re-purpose existing content, including price comparisons and reviews, in an attempt to monetize visitors who click on ads or who click through to the actual merchant's site to buy the product. Possible exceptions: companies that have built their own technology to generate better price comparisons or sites that have a significant collection of unique reviews. </li></ul>
  22. 22. Google Slap 2009 Continued <ul><li>6.Free software &quot;support&quot; services </li></ul><ul><li>What we don't like: 3rd parties insert themselves into the flow and don't inform users that the download was also available for free. They are misleading users. Possible exceptions: value added real-world services (expedited passport applications) </li></ul><ul><li>7. Lead generation </li></ul><ul><li>What we don't like: sites that collect leads on behalf of other companies, for example when several lead-gen sites all generate quotes for the same providers. Possible exceptions: application forms that are unique and that provide the only way for a user to get a quote from a certain provider (not middleman). For example, if there is only one place to fill out a form to get information about Hilton timeshares in Hawaii, this would be allowed. </li></ul>
  23. 23. Google Slap 2009 Continued <ul><li>8. Porn </li></ul><ul><li>what we don't like: most porn sites get content from a handful of content creators and they pull users into endless levels of sites that all pay each other for traffic. Possible exceptions: publishers who are known to provide their own content, e.g. PlayBoy, Hustler. </li></ul><ul><li>9. Affiliates </li></ul><ul><li>what we don't like: sites that exist for the sole purpose of getting around the affiliate landing page policy. These sites have the sole intent of getting the user to go to another site. </li></ul>
  24. 24. First Let’s Really Fix Our Sites… <ul><li>Google wants serious content. </li></ul><ul><li>It wants content relevant to your keywords </li></ul><ul><li>Bring people to blogs with content. Google loves blogs. </li></ul><ul><li>It wants your sites to grow organically </li></ul><ul><li>It wants FAQs, Contact Us, & Privacy </li></ul><ul><li>Bottom line: it’s the content that gives Larry and Sergey their sexual excitement… </li></ul>
  25. 25. Create Sites That Pre-sell Offer <ul><li>Preselling affiliate offer gets better click through </li></ul><ul><li>Current review sites are up next. </li></ul><ul><li>The trend of fake blogs </li></ul><ul><li>Google looking into site complaints. </li></ul><ul><li>Fake continuity programs. </li></ul><ul><li>The good old days of Adwords re-directs are over! </li></ul>
  26. 26. The Kilstein Google Fix <ul><li>We want lots of relevant content. </li></ul><ul><li>We want each page to link to the next page. </li></ul><ul><li>We want our pages to have “unique” content </li></ul><ul><li>We don’t want to spend hours writing content, getting articles, posting to blogs or using Black Hat schemes. </li></ul><ul><li>We don’t want to distract from our sales message. </li></ul>
  27. 27. Let’s Take A Look At AdWords <ul><li>Who is clicking on our ads? </li></ul><ul><li>We don’t know if they are buyers or tire kickers. </li></ul><ul><li>They may be looking for free information. </li></ul><ul><li>They may be a useless lead. </li></ul><ul><li>Are they from Google, Search Partners or Content? </li></ul>
  28. 28. Want To Sell Your Site? <ul><li>If you’ve been slapped by Google – forget it. </li></ul><ul><li>People don’t want a site that can be fixed. </li></ul><ul><li>It doesn’t matter what you site did in the past. </li></ul><ul><li>What kind of money are you making today? </li></ul><ul><li>If you want to sell your site, you have to fix Google slap with an enduring solution. </li></ul>
  29. 29. My Adwords Wish List… <ul><li>Buyers are buyers </li></ul><ul><li>I want to sell to buyers in my niche only. </li></ul><ul><li>I want to target only PWM – Players With Money. </li></ul><ul><li>Bottom line – I want to sell to people who have bought high ticket items in my niche. </li></ul>
  30. 30. But Adwords Won’t Let Us Do This! <ul><li>So we’re going to need to find those buyers elsewhere. </li></ul><ul><li>We are going to use SRDS. </li></ul>
  31. 31. Let’s Look For Lists…
  32. 32. We want high priced Golf lists
  33. 33. Here’s An Example
  34. 34. Detailed Example
  35. 35. We Pick A List And Make An Offer!
  36. 37. Here’s What You’ve Just Done… <ul><li>You got to high priced buyers. </li></ul><ul><li>You can target multi buyers. </li></ul><ul><li>You bring them to a PURL – personalized URL </li></ul><ul><li>Rates for using PURL depend on your offer </li></ul><ul><li>Typically 14%-44% people come to that link </li></ul><ul><li>Personalization encourages submission. </li></ul><ul><li>Your email list explodes! </li></ul><ul><li>You’ve eliminated Google from the mix. </li></ul>
  37. 38. What Do You Do Once You’ve Got Them? <ul><li>Send them to a sales page. </li></ul><ul><li>Send them tons of auto responders. </li></ul><ul><li>Make money as an affiliate. </li></ul>
  38. 39. For Further Study <ul><li>Where to learn about AdWords? </li></ul><ul><li> </li></ul><ul><li>Follow @tdale @fivewithflores @szetela </li></ul><ul><li>Go to and study what Google says. Read their Adwords blog. </li></ul>
  39. 40. Let’s Be Politically Incorrect <ul><li>Are you building a website or a business? </li></ul><ul><li>Not many niche websites exceed 7 figures unless… </li></ul><ul><li>You have built a huge list </li></ul><ul><li>You are following the 7 essential steps to building a 7 figure business. </li></ul><ul><li> </li></ul><ul><li>Follow me on twitter @drkilstein </li></ul>
  40. 41. In conclusion: <ul><li>Eliminate Your Dependence on Google. </li></ul><ul><li>Entice People To Come To Your Site. </li></ul><ul><li>Make A Generous Offer. </li></ul><ul><li>Build Your List With High Quality Buyers. </li></ul><ul><li>For PPC services: </li></ul><ul><li> </li></ul>