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Adwords Slap Sustainable - Damages Brands

 10:46 am on Mar 6, 2008 (gmt 0)

Is it fair to say that the cat and mouse game of build domain, get slapped, change domain routine is preventing or restricting the brand building process that advertising contributes to.

Is it not disheartening to invest in a domain and a corporate identity and push that identity heavily on Adwords to find that a few months later the domain has been cpc penalised for undisclosed reasons. Obviously I am not talking about content thin sites as they are more able and prepared to switch and would expect penalties anyway.

Rather I am talking about the many many legitimate businesses who find their only recourse or way back into adwords is to run ads via a new account or domain despite supposedly offering the quality Google desires. Is this really and truly what Google want to see, every few months the same processes over and over again.

I know this is a generalisation and every advertiser has unique objectives and perception of quality but frankly is it not rather ridiculous that these are the hoops advertisers now have to jump through. How can a brand be built under this environment, one that devalues premium domains if they are inexplicably penalised.

The Adwords quality guidelines are useful enough but the practical reality is that quality can be tough to define. Seriously does Google not realise how their penalties especially when dubious and inexplicable are ruining branding and devaluing expensive domains. Do they care? As an advertiser do you wait a month to see if quality is restored or do you act to navigate around the problem to restore revenue.

Is this not a very very silly love hate advertiser relationship, do they seriously think its sustainable as they annoy more and more businesses?



 11:47 am on Mar 6, 2008 (gmt 0)

I think one thing you've perceived correctly here is that Adwords is not for branding. It's a PPC system designed for targetted traffic delivery and more akin to handing out fliers than putting up billboards.

If it's targetted traffic now you want; continue as you are but forget about brand building. If it's a long-term brand you want; then forget about cheap targetted traffic now and look at the bigger picture by investing in building up a brand that will supply you traffic in the long term.


 5:26 am on Mar 14, 2008 (gmt 0)

The Adwords quality guidelines are useful enough but the practical reality is that quality can be tough to define.

Absolutely! Funny how it used to be when people would complain about losing or dropping organic rankings, the typical reply was to pay for trafic on AdWords and not depend on organic traffic. Now unless you are a major brand site, sometimes ya can't even do that.

If you have a top notch site and the experience & customer service on the site is excellent, PPC can be a phenomenal branding tool and probably one of the least expensive.

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