We Are a Google Partner Specializing in Search Marketing.
Google AdWords is becoming Google Ads. At the end of July, Google will transition their branding to showcase its new product name.
Just as Microsoft AdCenter became Bing Ads, Google is embracing a more indicative name of it popular pay per click platform.
Google states that the product will be the same but will offer an improved workflow for do it yourselfers and will migrate all existing accounts to the new account management interface.
Google Partners will be receiving new creatives to use in marketing and new badging appears to be in the works.
Site Suspension! If you are an AdWords advertiser, know that Google is watching you – very carefully. What you state in your content and the images you show are all reviewed by the Googlebot and flagged for review if you are in the medical, plastic surgery, and dermatology fields of business.
CoolSculpting and Dermatology Advertisers Be Aware
Case in point, if you are promoting CoolSculpting and you state on your website that this treatment provides permanent fat loss, Google will be coming for you – soon. I’ve now crossed paths now with four doctors in different areas of the US that have all received site suspensions in AdWords.
A site suspension simply means that Google will not allow you to promote your business in AdWords, at all! They simply shut down your account. Only the account owner will receive an email about the issue and Google will point to its terms of service and rules. Account Managers will see next to the accounts ads a speech bubble which will state Site Suspension.
What Would Be Noted in a Site Suspension?
I recently saw a site suspension in AdWords for a Dermatologist and Vascular doctor with this information:
Site Suspension due to:
Restricted Medical Content
Restricted Drug Terms
Misleading or unrealistic promotions
I’ve seen several doctors remediate their site, get up and running, and then get a second site suspension. As sometimes the issues take a while to correct and there are numerous communications with the Google team before the site can even be submitted for a higher level review (which is not immediate), I recommend moving your program to Bing Ads while Google is futzing around with your site review to remove the suspension.
Your entire program from AdWords can be picked up and moved to Bing Ads relatively quickly. At least this way you will continue to have a flow of leads while Google does your review and lets you know things that need to be further changed in each communique.
A site suspension is serious business. In two cases it took 6 and up to 8 weeks to remediate the problems. That’s nearly 2 months off of AdWords with no leads coming in. In all cases to remediate the problem, all content had to be updated and images updated. Wording like permanent, immediate, fat loss had to be softened to reduction, over time, and fat reduction.
If you need help resolving a site suspension or moving to Bing Ads while your staff is working to remediate an AdWords site suspension, call us today to get fast help and get rolling on Bing Ads.
We Are a Google Partner Specializing in Search Marketing.
AdWords Broad Match Modifier Keywords – this is my preferred match type, although I use all in our client accounts. The syntax of this keyword is as follows +GPS +Fleet +Management. Note the +’s directly in front of each keyword that MUST appear in the user’s search query for the AdWords ad to show.
It’s also important to note that you don’t have to + every keyword, only the ones you have determined must in the user’s search query.
Here’s what Google AdWords says about broad match modifier keywords.
“Broad match modifiers help control when your ad can appear for closely related keywords. Broad match modifiers can help your keywords achieve a higher clickthrough rate (CTR) with a more targeted audience, which in turn can help your site get more paying customers or other conversions.”
Here is a real world example: if my term is +GPS +Fleet +Management a search query like dispatch and fleet management fleet management gps programs will trigger my ads. Sometimes I will remove some of the pluses to get more activity and do keywords like +GPS +Fleet management or GPS +Fleet +Management. Each variation will have a different impact in regards to what keywords will show your ads.
We Are a Google Partner Specializing in Search Marketing.
Broad Match Keyword Match Type – this is the most used AdWords keyword match type and the most unfiltered type. It is used almost exclusively by inexperienced AdWords managers.
AdWords loves the broad match keyword match type as it generates lots of traffic, many clicks, and increases their payment.
I personally do not like to use broad match and prefer to use instead broad match modifier which looks like this in the AdWords control panel +keyword +here.
Here’s what Google AdWords says about broad match keywords:
“When you use broad match, your ads automatically run on relevant variations of your keywords, even if these terms aren’t in your keyword lists. This helps you attract more visitors to your website, spend less time building keyword lists, and focus your spending on keywords that work.”
“Broad match is the default match type that all your keywords are assigned if you don’t specify another match type (exact match, phrase match, or negative match). The Google AdWords system automatically runs your ads on relevant variations of your keywords, including synonyms, singular and plural forms, possible misspellings, stemmings (such as floor and flooring), related searches, and other relevant variations. To help deliver relevant matches, this match type may also take the customer’s recent search activities into account.”
What Google does not say is that if your broad GPS fleet management for example Google would show your ads and generate click charges on broad matched keywords like: adware gps, air lq fleet, at&t fleet oakland park blvd, azuga device, blacklist gps, cyntrx customer service, dash cams for fleets, digital fleet, usft, fleetsharp instructions. These are real keywords and real terms found in an AdWords account that are showing ads and accruing clicks. I personally find these terms very untargeted and I would not want my clients paying for clicks for those terms.
Instead, I recommend a very careful use of broad match and prefer using a broad match modifier keyword. See Wednesday’s blog post for an explanation on broad match modifiers.
