Google AdWords Trademark / Bid Policy
Lots of fun with Google AdWords (or maybe not fun)...
I spent a large amount of yesterday going back and forth with a dozen or so people about whether or not it is ok to bid on other people's names as the trigger words for article and search ad display. Google does not allow you to opt out of Google search ads if you want to advertise on articles.
Some of the big studs in PPC often recommend aggressively bidding on competitor names, and other SEOs get mad when you do it.
The hypocritical thing is that some of the SEOs who called my bidding on their name stinky were also selling their products by bidding on trademark terms (edited out the not mentioned in their products part, but certainly many SEOs still do that...and I am not certain that it is in any way wrong). Some of the people in these threads even asked some of my friends to jump in threads against me (my friends, of course, told them to go to hell).
What is your opinion on bidding on trademark terms or other people's names as ad trigger words? Please leave lots of feedback on this.
Google to Change Their Way of Rewarding Linkage Data?
DaveN is a fairly well respected SEO who recently made the following statements at the SEW Forums:
the whole PR / Linkage Game has changed. Just be careful how and where you buy PR these days. ... Last time I spoke to my friends from the plex, they where working on the ability to add - positive and negative weight to links depending on how they looked Via there GUI. ... I have never seen the GUI but from what I can gather it will highlight un natural areas on page, think about where most people put there sold links.
How is Google Fighting Artificial Link Manipulation?
A ton of ways...
Make SEO itself sound a bit sketchy.
Show bunk backlinks.
Not update PageRank.
Deweighting links from the same C block IP address range. (Google may also use WhoIs lookup data).
Manually penalize some sites for buying or selling PageRank...or for being in circles that make it seem like you are doing that.
Prevent certain sites from parsing outbound link popularity.
Automatically penalize sites for using the same link text too frequently.
Now they are potentially going to look for ways to not only devalue links, but also potentially make them have negative value based on abnormal linkage patterns.
They are also probably doing a bunch of other things I do not know of or forgot to list.
Anyone who does not believe in the power of link building should ask themselves why Google is putting so much effort into making it harder to do.
When setting up a Google AdWords campaign today I noticed that Google ran it through some sort of relevancy checker. At SEW Forums AdWords Advisor stated this new automatic review feature is aimed at streamlining the review process and helping ads get listed quicker.
Incidentally somebody owns the www.goog.com website and there is nothing but a "welcome to GOOG" statement there.
I bet a top ranking for the term GOOG would bring in a ton of traffic in the next month. My absolutely random GOOG opening price guess: $94.37. ;)
[udpate: when I first checked this page it was #53 for GOOG, it was up to #8 for GOOG after the first day of promotion. :) I have not spent any money promoting this GOOG page, but have pointed a few forum sig file links at it. If you want to help please link to this page using GOOG in your link text.
I have a few more free promotional ideas in mind ;) ]
Several updates below...
Yahoo!'s Overture & Google Settle Patent Dispute
In the wake of a Google IPO this is a fairly quiet press release.
Under the terms of the settlement agreement, Google will take a license to U.S. Patent No. 6,269,361 and several related patents, held by Yahoo!'s wholly-owned subsidiary, Overture, and Yahoo! dismissed its patent lawsuit against Google. The two parties have also resolved a dispute regarding shares issuable to Yahoo! pursuant to a warrant to purchase Google shares in connection with a 2000 services agreement.
In connection with the settlement of the warrant dispute, the patent lawsuit, and in payment for the license, Google issued shares of its Class A common stock to Yahoo!. Press Release
More Info on GOOG IPO News...
The offering price is now expected to be between $85 and $95 per share. Google expects to sell 14,142,135 shares of Class A common stock in the offering as originally filed. The selling shareholders are reducing the shares they expect to sell to approximately 5.5 million shares in view of this new price range. This is a reduction of approximately 6.1 million shares. In addition, the selling shareholders have granted the underwriters the right to purchase approximately 2.9 million additional shares of Class A common stock at the initial public offering price to cover over-allotments.
Google and the underwriters requested that the Securities and Exchange
Commission declare the registration statement effective on Wednesday,
August 18, 2004 at 4:00 p.m. (Eastern Daylight Time).
I am sticking with my absolutely random GOOG opening price guess: $94.37. ;)
Google IPO Share Price Set at $85
SAN FRANCISCO (CBS.MW) -- Google (GOOG) on Wednesday set the price for its just-reduced 19.6 million share IPO at $85 a share, for proceeds of $1.66 billion in one of the Internet sector's biggest IPOs ever. The company had earlier cut its price range to $85 to $95 a share from $108 to $135 and the total offering from 25.7 million shares. source: CBS MarketWatch
GOOG Opening Price
100 via eTrade (for some reason Yahoo! was showing 140 though)
What is Google AdWord Generator?
Jeff Alderson of Xybercode recently created a new Google AdWords tool.
His tool helps you create Google AdWords ads from a prepopulated set of successful marketing phrases. Google AdWord Generator takes a list of over 5,000 sales terms in 65 categories and creates various AdWords ads on the fly.
Not all of the ads are going to be a perfect fit for what you are trying to do, but by glancing at a few dozen variations (they show 8 variations at a time and take less than a second to generate another 8 ads) you may be able to find a few great ad ideas.
Importance of Ad Copy
Many people do not realize that a large part of the sales cycle occurs before people even click on your ads.
People see what they want to see and taste what they want to taste. If you give people a stronger presell they are more likely to convert. By changing my ad copy on one of my AdWords ads I saw my conversion rate go from 1.5 to 3.5%. John Caples once saw an ad pull 19.5 times better than another.
Is Google AdWord Generator worth $97?
If you are serious about Google AdWords and internet marketing then $97 means next to nothing.
Google AdWord Generator alone will not make you rich, but if it helps you create just a few quality ads then this software will pay for itself in no time at all.
Who is Google AdWord Generator Best For?
You still need to find the right products and do keyword targeting, but Google AdWord Generator is a good fit for:
People who struggle to write ad creatives.
Affiliate marketers who market tons of different products and need to make ads quick.
People who are writing ads for large ecommerce sites and need to write tons of ads.
This software could likely even help experienced ad copywriters think of more good ad creatives quicker.
Google AdWord Generator Bonuses
I think the sales copy is a bit overdone and some of the bonuses are more about getting you to buy more stuff versus giving you good quality bonuses. I recommend not buying the stuff for sale within the bonus products.
On a whole the Google AdWord Generator is a useful product which will surely pay for itself over time.
Other Copywriting Tips
Right now I am reading Tested Advertising Methods by John Caples and would recommend reading it to anyone in marketing.
If You Buy Google AdWord Generator...
Realize that there is a learning cycle to the Google AdWords game and not everyone will make money right away.
If you are new to Google AdWords you will want to read a report filled with tips on how to use AdWords. A few months back I created a free one ready for your download (I update it regularly). Additionally I would recommend the reports wrote by Andrew Goodman and Perry Marshall.
The Google AdWord Generator comes with a 120 day money back guarantee.
Free 9 minute video offering tips on how to use Google AdWords contextual advertising. The video describes briefly some of the technology behind how the Google AdWords contextual ad network works.
A couple of the more interesting ideas covered in this video:
the Contextual ads are not based on a single keyword, but the keyword list associated with a specific adgroup.
In addition the adgroup creatives play are also used to help understand what ads to display.
Max PPC and clickthrough rate also play into the order of the ads displayed.
You want to use well themed keyword adgroups to help ensure your ads are delivered properly. Including generic words like laptop can make it harder for Google to understand what your adgroup is trying to sell.
Using appropriate campaign negative keywords can also help further target your ads.
Smart pricing helps reduce the cost of the ad based on Google's predicted value of the click.
Good ideas that were not covered:
While many people find smart pricing to be effective you may also want to manually ensure proper price discounting by disabling content syndication on your search adgroups and then create lower priced adgroups with content syndication enabled.
Google AdWords contextual advertisingfrequently asked questions Mo Money (via Google AdWords Contextual Ads)...
Between Aug. 4, 2004, and Sept. 30, 2004 Google is offering selected Google AdWords subscribers (I don't know how exclusive it is) a discount for participating in the Google AdWords contextual ads program.
You need to create new contextual ad groups or enable contextual ads on current ad groups not participating in contextual advertising. Based on the amount you spend on those contextual ads you will get a rebate coupon code.
Spend $6000 or more, get $1500 credit
Spend $4000-$5999, get $1000 credit
Spend $3000-$3999, get $750 credit
Spend $4000-$2999, get $500 credit
Spend $1000-$1999, get $250 credit
Spend $500-$999, get $125 credit
Spend $300-$499, get $75 credit
Spend $200-$299, get $50 credit
Spend $100-$199, get $25 credit
Spend $10-$99, get $10 credit
Many people are perplexed at how to get ads to list in the top spot of Google AdWords. So the question was asked:
Q: what are the conditions that cause AdWords to appear above the regular search results instead of off to the side?
A:I've just stopped by here for a few minutes between other tasks, but I'll give you some headlines. Ads which go to the (one or two) tops spots must:
* be reviewed and approved, and
* meet an additional performance bar that focuses on relevancy - rather than what you're paying
A few nuances:
Ads on the right are positioned by virtue of two factors, measured equally. These factors are Maximum CPC and CTR. Max CPC x CTR = your rank number. And it is your rank number as compared to your competitors rank numbers that determines position.
Ads going to the top, however, weigh CTR (which is a measure of the relevance of your ads to users) more heavily than CPC. And rather than Maximum CPC, it is the actual CPC that matters.