My Russian Client who is seeking Google Ad Words recommendations from our company inspired me tow rite this blog post. Mr. Akbosh was running 10 Ad Groups under a single campaign with 9 keywords to each ad group. He reported that he started his campaign in September 2008 and he was getting 20% conversions. Yes! You read it right. A big fat 20% conversions until January 2009, when he got Google Slapped!
At first look, our Ad Words expert mentioned that the campaign was pretty normal and all the campaign settings along with the ad copy also looked fair enough from point view of Google Goggles!
Then what the heck went wrong with Mr. Akbosh's Ad Words Campaign??
Probably the landing page. We started with having a look at the landing page and found that the landing page which Mr. Akbosh had created, ran on a unique way of generating dynamically generated pages for each keyword targeted. The pages were unique in a way that - each keyword - that generated the landing page, there was a corresponding RSS feed which supplied the content for the landing page. This content regularly updated the content on the website and as a result for sometime the landing page of the website improved due to regularly updated content. Until later.. When Google Algorithm discovered that Mr. Akbosh had no other relevant content on the page but only a few subscribed RSS feeds from assorted high quality - content websites. This led to Mr. Akbosh's page getting banned by Google Ad Words algorithm.
However, the Internet Marketing Experts at my company took the challenge to resolve the issue in one week and brought back Mr. Akbosh's page live on the Top Of Sponsored Listings! The conversion rate is only 3% after a week of ongoing SEO drill on the landing page. We hope the things would look better and we will bounce back with better conversion rates for Mr. Akbosh. :)
So what exactly is a Google Slap?
Google Slap - when simply put is the lack of On Page SEO on a targeted sales page/money page of a website. The penalty on the website can usually be due to the quality of content, content duplicated or probably because the landing page of the website or the domain on which the landing page is placed violates the Google Webmaster Guidelines and Google Ad Words Guidelines.
How Google Slap Effects Your Ad Words Campaigns?
A Google Slapped page can metaphorically be termed as a page which fails to Seduce the Search Engine Crawlers and the Ad Words algorithm which allows a virgin sales page to have more impressions and better ad placements on the Search Engine Sponsored Results. This results in the page being dropped our of the ad impression row and lowers the Quality score of the page with increased cost per click of your ad campaign on the whole.
How To Make Your Sales Page Seductive For Google Algorithm?
There are a few important points that I would like to stress upon when it comes to designing a groundbreaking Sales Page which has enough potential to provide excellent sales and conversions from your Ad Words campaign. The productivity of a landing page is a function of the fact that how well are you able to strike the Visitors with your marketing punch. So here are a few essentials which you MUST incorporate in your landing pages:-
o Upload a sitemap to your landing pages - This improves the crawl rate of the Google Bot through your landing page and adds an element of trust to your page.
o Another untold trick to have better conversions and ad placement is adding links to High Page Rank websites in your sales page's footer. This also adds an element of authority to your sales page and as the links are in the footer of your sales page there is a lesser chance that the traffic of your website would sieve out.
o Using bullets in your website's sales page could always hamper your sales and conversions. The HTML structure of a website which has its landing page drafted in the form of bullets would prevent the Quality Score of the page to improve. It is recommended that you must try to arrange the content on your page in the form of sentences with good marketing punch and interlinked tandem paragraphs.
o I have previously written about the basics of the On Page optimization of a webpage. The Ad Words Manager should make sure that his Sales Page is optimized for all its On Page Attributes.
o If you are generating leads to dispatch the promotional newsletters via your sales page. Then it is advisable that you add a galore of those newsletters to your website. Having these newsletters on your website will lock your website's authority for its subject.
o Capturing your visitor's trust is the most important aspect of a sales page. It is advisable to have a clear picture of how you conduct your business and an element of 'see-through-ness' in your sales page language and its approach towards the visitor who lands on your sales page
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