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Affiliate Based Ad & Search
Issues
Presented by:
Jim Banks
Why Google Think My Ads Suck,
Kicked Me Out and Hate Me
Presented by:
Jim “Paranoid” Banks
Am I Qualified To Be Here?
• Started “online” in 1999
• Over $100 million spend on Google
• Beta tester for many Google Ad...
Top Urban Myths
• Google hates affiliates
• Quality Score is all that matters
• You need to have lots of content
• Google ...
Can You Still Game The System ?
Google Hates Affiliates
• Why did Google shut down 15,000
“affiliate” accounts?
• What could you do if you were
affected?
What Sort Of Sites Did They
Shut Down?
• “Flogs”
• Arbitrage sites
• Thin affiliate sites
• “Fictures”
• “Splogs”
• “Sping...
Flogs
http://www.jayweintraub.com/2009/03/the-rise-of-the-flog.html
Arbitrage
Arbitrage History Lesson
• Kelkoo – ultimate “click pimps”
• Yahoo bought Kelkoo in 2004 for €475
million in cash
• Google...
Thin Affiliate Sites
• Squeeze page
• Splash page
• Landing page
• Iframed site
Fictures
Splogs / Spings
Farticles / Festimonials
• Too many complaints where Google
and others were negatively impacted
• Google never knows for s...
In Short
• To increase their advertising revenue
Google passed the burden of
enforcement back to the regulators
and closed...
Burning Issues
• Quality score issues
• Bid prices from $0.10 to $10.00
overnight
• Alternatives to Google
• Budget too lo...
Quality Score
• As much of a myth as Page Rank in the
SEO world
• Should be common sense Score
– Don’t try to hide who you...
If you use Wordpress
• Plugin for contact Form
• Plugin for Google compliant Privacy
Policy
• Keyword rich About Us page
•...
Ringtone Example
• Big-ringtone.com
– $300,000 a month in commissions (6 months)
• Then an early recipient of a Google Sla...
High Bid Pricing
• Search and Search Partners
• Display Network (Content Network)
• Placement Ads
Category  
 
% Recent Ad 
Impressions
Cosmetic Procedures & Body Modification - Includes lifts, suctions, lasers, hair rem...
AccountNow, Inc.
Acxiom Corporation
Ad Pepper
Ad Perium NL
Adchemy
Adconion Media Group
Adconion S.L.
AdConion UK
AdJug UK...
Google Alternatives
• Yahoo / Bing
• Display ads – Ad Exchanges, Right
Media, niche providers (Adblade)
• CPV/PPV (Traffic...
Account Manager
• Elephant in the room
• Show you how they want you to act
• Don’t have all round market knowledge
Top Tips
• Always use separate Adwords accounts
• Get yourself a MCC account
• Use Display Network / Placements
• Display ...
Thanks
@jimbanks
jbanks@moneytip.com
http://www.facebook.com/jimbanks
http://www.linkedin.com/in/jimbanks
Affiliate Based Ad And Search Issues - Jim Banks
Affiliate Based Ad And Search Issues - Jim Banks
Affiliate Based Ad And Search Issues - Jim Banks
Affiliate Based Ad And Search Issues - Jim Banks
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Affiliate Based Ad And Search Issues - Jim Banks

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Presentation given at Pubcon Las Vegas 2010 as part of the affiliate track.

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Affiliate Based Ad And Search Issues - Jim Banks

  1. 1. Affiliate Based Ad & Search Issues Presented by: Jim Banks
  2. 2. Why Google Think My Ads Suck, Kicked Me Out and Hate Me Presented by: Jim “Paranoid” Banks
  3. 3. Am I Qualified To Be Here? • Started “online” in 1999 • Over $100 million spend on Google • Beta tester for many Google Adwords tools • Founder of leading PPC agency • Founder of UK CPA affiliate network • Hate hate relationship with Google • Creator of many leading “Black Hat” PPC techniques
  4. 4. Top Urban Myths • Google hates affiliates • Quality Score is all that matters • You need to have lots of content • Google is the only game in town • You can’t get good Quality Score as an affiliate
  5. 5. Can You Still Game The System ?
  6. 6. Google Hates Affiliates • Why did Google shut down 15,000 “affiliate” accounts? • What could you do if you were affected?
  7. 7. What Sort Of Sites Did They Shut Down? • “Flogs” • Arbitrage sites • Thin affiliate sites • “Fictures” • “Splogs” • “Spings” • “Farticles” • “Festimonials”
  8. 8. Flogs http://www.jayweintraub.com/2009/03/the-rise-of-the-flog.html
  9. 9. Arbitrage
  10. 10. Arbitrage History Lesson • Kelkoo – ultimate “click pimps” • Yahoo bought Kelkoo in 2004 for €475 million in cash • Google IPO’d August 2004 • Espotting bought by FindWhat in 2004
  11. 11. Thin Affiliate Sites • Squeeze page • Splash page • Landing page • Iframed site
  12. 12. Fictures
  13. 13. Splogs / Spings
  14. 14. Farticles / Festimonials • Too many complaints where Google and others were negatively impacted • Google never knows for sure if they are real articles or spun • Social media has driven UGC in the form of testimonial/comments
  15. 15. In Short • To increase their advertising revenue Google passed the burden of enforcement back to the regulators and closed the back doors it had left open – some deliberately, some from learning experience
  16. 16. Burning Issues • Quality score issues • Bid prices from $0.10 to $10.00 overnight • Alternatives to Google • Budget too low for “account manager”
  17. 17. Quality Score • As much of a myth as Page Rank in the SEO world • Should be common sense Score – Don’t try to hide who you are – One page of content is perfectly acceptable – Relevant & prominent disclaimers, contact, privacy policy
  18. 18. If you use Wordpress • Plugin for contact Form • Plugin for Google compliant Privacy Policy • Keyword rich About Us page • Plagiarism for Earnings Disclaimer • Keyword rich Alt tags for images
  19. 19. Ringtone Example • Big-ringtone.com – $300,000 a month in commissions (6 months) • Then an early recipient of a Google Slap – Hand-written content /etc. etc. • Big-Ring-Tone.com – $300,000 a month in commissions (5 months) • Quigo/Adsonar – Bought By AOL • Then the Florida AG became the grim reaper
  20. 20. High Bid Pricing • Search and Search Partners • Display Network (Content Network) • Placement Ads
  21. 21. Category     % Recent Ad  Impressions Cosmetic Procedures & Body Modification - Includes lifts, suctions, lasers, hair removal and restoration, tattoos, and body modification. 0.90% Dating - Includes dating services and online dating communities. 0.50% Drugs & Supplements - Includes pharmaceuticals, vitamins, supplements, and related retailers; does not include resources providing information about drugs. 2.10% Get Rich Quick - Schemes promising fast earning. 2.00% Politics - Includes politics or controversial social issues; does not include ads for news organizations that are not generally associated with a partisan viewpoint on issues. 0.50% References to Sex & Sexuality - Includes ads that are sexually suggestive, relate to sexual and reproductive health, or refer to sex and sexuality. 1.20% Religion - Includes religious ads and ads advocating for or against religious views; does not include astrology or non-denominational spirituality. 0.40% Ringtones & Downloadables - Mobile add-ons including ringtones, and other downloadable goodies such as screensavers and wallpapers for desktop PCs and profile layouts and graphics for social networks. 4.10% Sexual & Reproductive Health - Includes sexual function and fertility ads; does not include normal pregnancy resources. 0.30% Video Games (Casual & Online) - Includes video games, online games and downloadable games; does not include video game consoles. 0.80% Weight Loss 4.70%
  22. 22. AccountNow, Inc. Acxiom Corporation Ad Pepper Ad Perium NL Adchemy Adconion Media Group Adconion S.L. AdConion UK AdJug UK AdKnife AdKu (Novastark) Adlantic Adnetik Spain Adnetik US Adpepper Germany AdReady Adtegrity.com Advertise.com Alcance Media Group Announce Media AOL Advertising AOL Inc AppNexus Atrinsic AudienceScience Inc. Bid Alpha Bizo BlueKai Inc. Brand.net BrandScreen BrightRoll Burst Media Chitika ClickDistrict NL Collective Media Cossette Communications CPM Advisors, Inc Crimson Tangerine Ltd Criteo Europe Criteo UK Criteo US Cyberplex, Inc Dapper Inc. DataXu Dedicated Media Didit DKK Agency Dotomi DQ&A DSNR EchoSearch Efficient Frontier, Inc. Epic Advertising eViral Exponential FetchBack Forbes.com Goodway Group Google Bidder Testing Google Display Network: Reserve HTTPool Hurra Germany ID Media IDG Tech Imagini Europe Ltd. Infectious Media Innovation Interactive Interactive Media Sales InterCLICK Internet Brands Invite Media iPonWeb Jumpstart Digital Marketing Inc LeadClick Legolas Media Inc LinkedIn Lotame Solutions, Inc. LucidMedia MaxPoint Interactive Media Innovation Group Media6Degrees MediaMath Mediaplex Mexad Mixpo Mpire My Media Buyer MyThingsMedia UK NetSeer Inc. Next Performance Next Premium Next Step Media Online Inc NextAction Omnicom Media Group NL Omnicom Trading Desk OpenX Technologies OpinMind OwnerIQ, Inc. Pennyweb, Inc. (DBA Ybrant Digital) People Media, Inc Performance Advertising Permuto, Inc. Pinnacle Dream Media PriceGrabber Pulpo Media Pulse 360 Quantcast Corporation QuinStreet, Inc. Radius Marketing Inc. Red Aril, Inc. Red McCombs Media Redux Media Inc. Reply! Inc. ReTargeter Return Media BV RichRelevance, Inc. Rocket Fuel Inc. Sales Spider Schnaeppchenjagd GmbH Semantic Sugar, Inc. ShareThis, Inc. Simplifi Holdings Inc. SinnerSchrader Deutschland GmbH SoMR Networks Sooth Software Corporation (dba AdBuyer.com) Specific Media Specific Media France SAS Specific Media Germany GmbH Specific Media UK Limited Spongecell Struq Limited Techconnect B.V. TellApart Teracent Corporation The Exchange Lab The Trade Desk, Inc Traffic Marketplace TravelClick Tribal Fusion UK Triggit TubeMogul Turn Underdog Media UpValue GmbH ValueClick International Ltd ValueClick, Inc. VCCP Digital Ltd Veremedia Veruta VivaKi WinBuyer Ltd WPromote Xtend Global Media LTD Zillow
  23. 23. Google Alternatives • Yahoo / Bing • Display ads – Ad Exchanges, Right Media, niche providers (Adblade) • CPV/PPV (Trafficvance, Bidvertiser) • Niche (Federated Media) • Local (Business.com) • Get a new identity (Witness Protection Program)
  24. 24. Account Manager • Elephant in the room • Show you how they want you to act • Don’t have all round market knowledge
  25. 25. Top Tips • Always use separate Adwords accounts • Get yourself a MCC account • Use Display Network / Placements • Display and Placement are thematic – search is keyword based • If you find a winner – approach directly – cheaper – no QS/slap issues – But…. you are breaching the terms of service
  26. 26. Thanks @jimbanks jbanks@moneytip.com http://www.facebook.com/jimbanks http://www.linkedin.com/in/jimbanks

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