Perry Marshall – Product Review Google Slap

For those of you who have not been affected by it yet, you may want to take a precaution and keep a closer eye on your campaigns.

Best of Wishes,
- Andrew

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http://www.google.com/insights/search/

http://www.shopping.com/top_searches

https://adwords.google.com/select/KeywordToolExternal

http://www.google.com/sponsoredlinks

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• United States (US)
• United Kingdom (UK)
• Canada

BAM That’s money right there. Unfortunately my #1 country isn’t on the list.

Click here to see Googles official list!

Click here for the article in Search Engine Journal!

Get those campaigns ready. It’s going to be a dirty fight to take over some of those trademarked terms!

You will need to remember to look at the original TOS for the offers that you are running.  Some offers make their own rules and you will still need to follow their rules on bidding on trademarked terms.

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DKI is basically inserting the searched term into your ad copy and ultimately into your website. This makes your ad copy relevant to your website.  AND it makes it look like you have a lot of dynamic ads on the Internet. The downside to using the DKI with Adwords is that your QS will go down initially.  However, because your CTR will… or should… go up your QS should be fine in the end.

How do you  do this?

Google has a place holder that you can insert anywhere into your ad.  That insert looks like this:  {keyword:default}
Now lets break this down into the individual parts. The word “keyword” can be written several ways in Google. Here is a little chart from Google to help you remember this!

This list was taken from Google.  The link to their DKI page can be found below

So now we have all the possible ways that Google allows us to spell the word “keyword”. We now also know the different outcomes of the spelling. I only use “KeyWord”. That is a capital “K” and a capital “W”.   This means that the first letter of all my keywords will end up with capital letters.  This looks good because it helps the keyword stand out to people as they are reading the sponsored listings. I don’t like to do all capital letters because to me it just looks ugly.

Moving on we come to a colon.  Do not put a space before or after the colon. Remember as well.  JUST ONE!

Next we have the default keyword.  Now this can be tricky.  Basically what happens is if we have a keyphrase that is supposed to be in the ad, but it is to long for the space given, then the default word will be used. Keep your default word to one word.  This will insure that you can at least have a default word in otherwise it will be left blank. Examples can be like this:{KeyWord:Phones}, {KeyWord:Clubs}(as in Golf Clubs), {KeyWord:Cars}, or {KeyWord:Honda}, etc, etc, etc You get the point.

So here is the biggest problem.  You want the keyword to show up and you want the default keyword to be really relevant to the rest of the keywords you have just in case. This is how you set it up.

1.  While long tailed keywords are great, try to stay away from them if you want to use the DKI.  Your better off writing special ads in seperate campaigns for long tail keywords.

2. Tightly group your keywords.  Here’s what I mean… Group your keywords by brand.  Break the brand down into models, then brake the models into makes. The make should be your adgroup. If you are running a campaign for cars then you should have adgroups surrounding the different cars. ie.   Civic, Jetta, 350z, Mustang, etc. The smaller the grouping the better. You can go as far as breaking those cars down even further.

I thought I was going to have more steps for that… but really two steps is all that requires for setting up your adgroups.

 Now the fun part.  Writing ad copy to fit the DKI

I don’t know why but this is the part I enjoy.  Writing ad copy for DKI can be a challenge.  I’m going to list some generic keywords for a VW Jetta.

Adgroup: Jetta

Keywords:
Jetta
2 Door Jetta
4 Door Jetta
Jetta TDI
Wolfsburg Jetta
Jetta TDI 2009
Red Jetta

Okay good enough.  Those are pretty corny and will serve their purpose for this section. Your ad copy has to be able to work with the default word and it has to work with each of those words individually.  So you need bridging words.  Words like “Looking for a…” “Buy a…” “Want a…” Are perfect.  You can say those three terms and any one of the keywords in this adgroup and it will make sense.

Now the difficult part comes in when I tell you how many characters you can have in your ad.

Title=25
First Line=35
Second Line=35
Display URL=35

Now, Most likely it will be hard to fit the keyword into the title.  So that’s why we have a nice default word that matches everything in the adgroup. I like to start my titles with something like “Looking for a —-DKI—-”. Then for the first line a good line to use would be “We have a —-DKI—-”. Second line, “Volkswagen —-DKI—- Discounts!”.

So essentially your ad with the DKI inserted would look like this:

Looking for a {KeyWord:Jetta}
We have a {KeyWord:Jetta} instock
Volkswagen {KeyWord:Jetta} Discounts!

Re read that with the keywords inserted…
Looking for a Jetta
We have a 2 Door Jetta instock
Volkswagen 2 Door Jetta Discounts!

or
Looking for a Red Jetta
We have a Red Jetta instock
Volkswagen Red Jetta Discounts!

Okay kool you get the point I hope.  Dynamic keywords have to be tightly grouped in order for them to work properly. Now The example I used was extreme in the keywords and the adcopy. Read up on Google by clicking here for their DKI tutorial.  They use a better example with phones.  But this should give you a running start when creating ads with DKI.  Remember as well… DKI is for the search network only!

Any questions on DKI?

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1. ad position

2. cost per click

Okay.  That being said, what does Google have to say about it?

_____________________________

Quality Score for Google and the search network

Quality Score for Google and the search network is a dynamic metric assigned to each of your keywords. It’s calculated using a variety of factors and measures how relevant your keyword is to your ad group and to a user’s search query. The higher a keyword’s Quality Score, the lower its minimum bid and the better its ad position.

The components of Quality Score vary depending on whether it’s calculating minimum bid or ad position:

• Quality Score for minimum bid is determined by a keyword’s clickthrough rate (CTR) on Google, the relevance of the keyword to its ad group, your landing page quality, your account’s historical performance, and other relevance factors.
• Quality Score for ad position is determined by a keyword’s clickthrough rate (CTR) on Google, the relevance of the keyword and ad to the search term, your account’s historical performance, and other relevance factors.

_____________________________

Okay Great… Straight from the horses mouth… Our QS effects out minimum bid and our ad position. And its “calculated” using a “variety” of factors.  This is fancy for… “We look at your ad, link, domain root, content on domain, and content on subpages you want to link to… We then figure out how relevant your content is to the keyword… and we grade you on it.”

Easy enough.  So how do we go about beating the QS. I’m going to tell you 2 little techniques that I use so that I don’t have to worry about my QS.  Both of these techniques are almost the same… yet they are different in their own little way.

The 1st Technique

Build “on page” content that is relevant.  By doing this Google will recognize that the first page that the user lands on is related to your keyword.  This can most easily be accomplished by RSS feeds drawn into the page. Now, I have no clue how to set something like that up.  I outsource the nitty gritty stuff.  However, if you have Poll Factory or if you are a member of PPC-Coach then you don’t have anything to worry about it.  Both scripts you are given have RSS feed integration so that you can work on busting your QS.

The 2nd Technique

Now lets say you already have a website in a specific niche.  That website has some natural traffic coming in and also has some decent content.  You can now build folders onto that website and build your PPC landing pages right on the site. Lets take an example.  Say I had a dating blog.  And this dating blog had some pretty good content.  Granted the content was scraped from ezinearticles and other sources, overall it was doing pretty good.  Had a slow stream of natural traffic and even had a PR1.  I can now us that website to my advantage.  It already has credibility in Google’s eyes.  I would be stupid not to take advantage of that opportunity! So I set up a folder on that website titled “online-dating-made-easy-join-now” or something to that effect.  I can then begin building my landing pages for dating into that folder.  The content on the root domain will help to bust my QS!

Misc Techniques

• You want to show that your website is realted to the keyword.  So one thing that you can do is to post links at the bottom of the site that direct users to articles.  This works best in the 2nd technique.
• Add your Privacy Policy, Terms and Condition, About, and Contact Us pages.  Adding these will help Google see that you are a real website.  I have learned that Google likes real websites.  So unfortunately you should create these.  Once again… If you have Poll Factory or PPC-Coach these are taken care of for you.
• … Basically… The more content on the site the more your QS will go down… However, you don’t want your site cluttered with content, so if you add some make it below the fold.
• Make your ad copy relevant to the keyword and the page your linking to. Googles dynamic keyword insertion is AMAZING! The higher your CTR the better your QS will be.  So relevant ad copy makes for higher clicks. (I’ll go into the DKI tomorrow if you want me to just let me know)

There is some QS basics for you.  Just remember this.  The more relevant the Keyword was to your content the better your Quality Score will be with Google.

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Technology giant Microsoft Corp said on Friday that it had offered to acquire Internet media company Yahoo Inc for $44.6 billion in cash and stock.

Microsoft said it had offered to buy Yahoo for $31 per share, which it said represented a 62 percent premium above the company's closing stock price on Nasdaq on Thursday.

If this goes thru I see this as a GIGANTIC move on Microsoft's part. This would be nice if they could get their shit together and start putting up more of a fight with Big Daddy in the Search Wars. I like advertising on MSN when my stuff is running but I also like Yahoo as well. Combining them I dont know what would happen but I do know that Yahoo turned down the last offer so I am not getting my hopes up just yet. BTW – Their stock is shooting up.

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The Superbowl owns Google Hot Trends after playoff games today:

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Notice this:

Not all paid links violate our guidelines. Buying and selling links is a normal part of the economy of the web when done for advertising purposes, and not for manipulation of search results. Links purchased for advertising should be designated as such. This can be done in several ways, such as:

• Adding a rel=”nofollow” attribute to the <a> tag
• Redirecting the links to an intermediate page that is blocked from search engines with a robots.txt file

So it looks to be ok in selling links if you have the nofollow on them. I am sure this will stir up the blogosphere. Glad it is not one of my money making models. There’s just way to much bullshit to deal with.

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The man’s name is Sebastian Klein, a German Network Administrator who apparently has enough of the Big Daddy. So far he has registered 10 Google related domain names. He is demanding a job in exchange for these names.

And he won’t settle for just any job. He would “favour an employment as an internal auditor for security IT” and must be allowed to travel to Cologne to visit his daughter every weekend.

Here are some word’s from the horses mouth himself:

“I would like to perform a lot and also be paid well,” Klein demands in the letter, which is riddled with broken English.

“However, quite clearly I am ready to put back with the money if for it the work is great fun.”

If it wanted to, Google could probably force Klein to hand over the domains by filing a dispute with the World Intellectual Property Organisation.

I just thought this was kind of amusing. Desperate yes, but quite amusing. Full Story Here.

A Snapshot of this wannabe Google Employee:

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