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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 - PowerPoint PPT Presentation
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Overcoming a Quality Score SlapSean MarshallDirector SEM, PPC Associateswww.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
Includes all accounts linked to “bad account” and potentially IP addresses too
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
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
Reasons for Slaps, #2: Multiple Violations of Ts & Cs
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
Reasons for Slaps, #4: Error by Google Miscategorized? Site outage? Phone number?!!!
Overcoming a Slap
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
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?
Step 3: Prepare Your Case – Summary of Potential Arguments Unique Relevant Legitimate Lucrative Reformed
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
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
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
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/
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
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
Thank You! [email protected] www.ppcassociates.com (PPC agency) www.blogation.net (PPC blog)