23 December 2009

Adwords Unacceptable practices

Practices Leading To Adwords Account Life Bans.

Recently I wrote about Google Adwords users getting banned by Google. This is an important signal from Google; it is affirming a business model built around the "user experience".

Google wants users to have a good user experience and that means it will control the quality of the Ads that it displays on it's advertising network.

There is little doubt that Google has suffered from becoming associated with poor quality sites that sometimes put visitors at risk.

It's latest act, driving undesirable Adwords users over the cliff, like a flock of diseased stock, is Google asserting that it is sticking to it's core commitment.

They are not going to state exactly their method but they will disable Adwords User Accounts ( for life) by identifying;

"unacceptable business practices and policy violations for poor-quality landing pages ,,,"

They say that these include but are not limited to :

  • Data collection sites that offer free items, etc., in order to collect private information
  • Arbitrage sites without relevant and original content that are designed for the purpose of showing ads
  • Affiliate sites without relevant and original content that are designed to drive traffic to another site with a different domain
  • "Get-rich quick" sites
  • Malware sites that install software on a visitor's computer
  • Poor comparison shopping or travel sites whose primary purpose is to send users to other shopping/travel comparison sites, rather than to provide useful content or additional search functionality.

Let's take an overview of these unacceptable practices;

Data Collection Sites
Google here is concerned with sites that exist simply to collect information from users - usually solely to support later marketing efforts. You may have seen sites that are basically offer you a free e-book or something to try to get your email or other ID information. They usually offer no other information of any value because that's all they are trying to do. They use this information solely for marketing purposes. Google says - "BAD" and they're out.

Arbitrage sites:
Ever been to a site where the top half of the page is simply Adsense advertising? Yes? Well the chances are that these are arbitrage sites. They use Adwords to buy cheap click traffic and aim to get you to click on their Ads at a higher click price paid to them. They pocket the difference between what they buy a click for on Adwords and what they are paid for a click by Adsense. Google says "NO LIKEY!" and they are banished.

Affiliate Sites without relevant and informative content.

People who use the Internet are looking for things but they are not always looking to be sold to. They want sites that have some interest such as opinion and information. Affiliate sites with no relevant and informative content add nothing but another click and web page between the person and their goal. They add nothing on the way of any value. Affiliates can play a reasonable role in the ecology of the Internet but on Google's patch they must add value of some sort.

Get rich quick sites
Check out on line adverts on sites which cover running an Internet hobby business and you will find Adverts for get rich quick schemes. These schemes almost never get you rich quick. The best will give you an income, even a reasonable one, if you work hard at them. The poorest may cost you money for no result. Thankfully advert servers such as Google are getting better at squeezing out those who make false promises about getting rich quickly.

Malware Sites

There is no defending people who would stoop to intentionally delivering malware or spyware to peoples sites. Google has been actively trying to remove such sites from the search results and it is rightly making sure that such sites can't exposed themselves to visitors by using Adwords. Few will mourn their passing.

Poor Comparison Shopping or travel sites
While some sites offer useful search and comparison features there are some sites which offer little real value for the user. They add nothing to the user experience. Google expects that such sites will add useful content or additional search functionality. Trying to use Adwords to promote "thin" sites will result in the Adwords account being banned.

Remember that Google applies it's rules algorithmically. In basic terms it writes a program that applies rules that test if a site fits one ( or more ) of these types. This type of programmed identification may not always be 100% accurate so if you are an Adwords user, or thinking of becoming one, then make sure you do not advertise any site that might risk being categorised as one of these types.

There are plenty of ways to make money from the Internet which give visitors value - if you do that then you will have earned your Internet income.
Google Adwords: About Disabled Accounts

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