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30,000 Adwords advertisers terminated

Posted by Michael Bloch in web marketing (Saturday January 23, 2010 )

According to an estimate from AdGooroo, more than 30,000 advertisers were permanently suspended from the Google AdWords system last December.

This estimated purge represented approximately 5.3% of active advertisers at the time says AdGooroo

After hunting around a bit for evidence of such a slash and burn, I found many reports of advertisers receiving a termination notification around that time.

The reasons stated in the boilerplate notification for termination included:

* Sites that charge users or collect personal information in exchange for a product that is never delivered
* Sites that charge for “free” software
* Sites that trick users into paying for fake or poor-quality content
* Sites that charge users for information that makes unrealistic promises of financial or personal gain
* Sites that install malware software on a visitor’s computer

That’s all well and good and those engaged in that sort of behavior probably do belong in Google hell. However, some of the advertisers claimed to have not been guilty of such things. Some quizzed Google further and found the real reason they were booted was a poor quality or poor performing landing page.

It seems a little harsh to have your account vaporized for such a thing I guess, but when I have my online shopper cap on, it’s incredibly frustrating clicking on Adwords ads for a product I’m interested in, only to wind up on a “404 – file not found” error page or a page that has nothing to do with the product I have specifically searched for.

For the advertiser, this sort of occurrence is a waste of money. For the searcher, it undermines their faith in Adwords ads – and that’s why I can understand Google exercising its digital scythe – but it’s unfortunate that such an exercise probably also generated a bit of collateral damage.

If you run Adwords campaigns experiencing an ongoing low quality score, take it as a hint you may be next. It would be a good idea to review Google’s information on the quality score system and its Landing Page and Site Quality Guidelines to help you get back on track.

If you’re ever in the unfortunate position of having your Adwords account terminated, you may find it difficult if not impossible to have it reinstated. While Google isn’t the only game in town when it comes to paid search, it’s certainly the biggest and an avenue you may not be able to afford to lose.


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