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Overcoming a Quality Score Slap

Overcoming a Quality Score Slap. Sean Marshall Director SEM, PPC Associates www.PPCAssociates.com. Quality Score Slaps 101. What is a Quality Score Slap?. Advertiser is banned from AdWords due to either manual review or automated analysis

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Overcoming a Quality Score Slap

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  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)

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