How To Avoid “The Google Slap” With Your Adwords PPC Campaign

Google slap is a term that is commonly used to describe a penalty that is imposed on Google Adwords campaigns where the ads point to landing pages are not relevant to the ads at all. If Google suspects that your landing page is not relevant enough, a low quality score will be given, and your minimum bid amount will raise for some or all of the keywords you’re using.

Many squeeze pages were hit with the Google slap because the content was full of sales hype rather than being useful and informative. Pages that took a while to load were also hit with the Google slap.

If you’re looking to start an Adwords campaign, take some time to go through these guidelines so that you can avoid the Google slap. You want to pay as low of a bid as possible per keyword, so it would be in your best interest to follow these guidelines.

There are four key elements that you’ll want to implement, and be sure that they are in thematic agreement with each other and specifically targeted. The four elements are: the keyword phrase you are bidding on, the landing page, the ad copy and the search queries people use to trigger your Adwords ad.

1. Keywords. Keywords consist of a group of words or a phrase that you want to target. They are usually relevant to the product you’re promoting, and you want to make sure a lot of people use the keyword phrase when searching to buy your product.

To find the most relevant and best performing keywords for your ad campaign, start with what it is you are trying to sell and what people are searching for to find it. There are several free and subscription-based keyword research services to help you build up your keyword list. These services will help you keep adding potential keyword phrases until you have a list of about 100 different phrases to use.

When you have a nice list of keyword phrases to work with, go through and find a few keywords that have good click-through-rates (CTR) that will attract a decent amount of traffic. Make sure that they’re not too competitive, though. This is important if you’re on a tight budget because you don’t want to spend any more per click as you have to. The more competitive a keyword phrase is, the more you’re going to pay.

Check whether or not keywords are likely to deliver sales by checking their “commercial intention” at:

http://adlab.microsoft.com/Online-Commercial-Intention/

2. Landing page. You’ll want to make a landing page for each keyword phrase that you use. It’s important to place the phrase between the Title tags and the Heading tags as well as in the main body of the page.

Use unique content to fill the page and use an editorial style rather than hyped up sales language. The content should be based around the topic of the keyword phrase.

Link to the landing page from other pages on your website, but be sure to use the keyword phrase as the anchor text for your inbound links.

3. PPC ad copy. You must include the exact keyword phrase you’re using in your ad copy.

4. Search query. After your Google Adwords campaign has ran for a while you can research the actual search queries that triggered your Adwords ad and see the CTR by selecting the keywords you want to look at and clicking on “See search terms.”

If a search query is highly relevant you can add it to your list of keywords for the campaign and make a new landing page specifically for that keyword phrase.

You can also check your search queries for negative keywords as well. These are irrelevant searches that trigger your Adwords ad and are very unlikely to produce any sales. You’ll want to eliminate any unsuitable search queries from your campaign by using the “Edit Campaign Negative Keywords Tool.”

If you follow all four of these steps you will build highly relevant Adwords PPC campaigns that will most likely avoid the Google slap and keep your cost-per-click (CPC) as low as possible while improving your CTR.

Keywords: Google slap

Summary: this article looks at four steps that you need to implement to avoid the Google slap, keep your cost per click within reasonable limits and improve your click through and conversion rates.

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