Michael Roebuck's Blog

Monday, April 21, 2008

Google URL Policy Update

Google will be updating it's display URL policy beginning April 1st. This change marks the beginning of a stricter stance on display URLs. No more re-directs or vanity URL's will be allowed. Google states that this policy will be strictly enforced regardless of past approvals and will apply to all advertisers.

Basically, the new rules state the display URL will need to match the destination URL. Most exceptions that were allowed before will no longer be approved.

Here are a few examples that will not be approved:

www.Google.co.uk - this URL leads to a different site

www.Gogle.com - this URL simply redirects to www.Google.com

www.Gooogle.com - this URL leads to a page showing content identical to www.Google.com
Google will also not allow the use of multiple domains or branding and vanity URLs.

What about Yahoo Tracking URLs?
Google understands that many advertisers utilize tracking URLs within the destination field of their ads. Therefore, if the URL of your landing page matches that of your display URL, your ads will be approved.

For example:
Display URL: www.mydomain.com/widget
Destination URL: http://store.yahoo.com/cgi-bin/clink?yhst1234567+a1B2C3D4E5+widget.html
--> Landing page URL: www.mydomain.com would be acceptable

Display URL: www.mydomain.com/widget
Destination URL: http://store.yahoo.com/cgi-bin/clink?yhst1234567+a1B2C3D4E5+widget.html
--> Landing page URL: http://store.yahoo.com would not be acceptable

Are sub-domains or extra text still acceptable?
Yes, the use of sub-domains and additional text within the display will continue to be acceptable provided the top-level domain matches the URL of your landing page.

For example, display URLs such as the following:
sub.google.com
google.com/extratext
www.google.com/extratext
would all be acceptable for the landing page URL below, as the top-level domain of google.com is matched:
http://sub.google.com/miscellaneous

Finally, note that you don't have to change your ads. Existing ads within your account will not be immediately affected by this change. However, if Google receives complaints regarding specific violations of this policy, they will review and take the appropriate action. (Usually at 5:00pm on a Friday night). I would however, suggest that everyone check their account for potential blatant violations.

For more information regarding the update, look at the Google Blog

Labels: adwords, google, ppc, tracking

Friday, May 25, 2007

Interview with Mr. SEO

My good friend and co-worker, Karl Ribas was recently interviewed by Joe Balestrino with Mr. SEO. I'm a bit behind in my podcasts and finally got to hear his interview this morning. It was a great discussion about PPC advertising. As with every great discussion, I feel my two cents worth will only make them better. So, as you listen to this great podcast, here is my 2 cents worth....

1 Cent: My first cent involves the ability to run A/B tests with Google Adwords. Joe briefly stated the ability was there but I feel that topic needs more time. The ability to run an A/B test will help virtually every aspect of PPC advertising, from landing page design to ad copy. When asked what to avoid in ad copy, Karl mentioned each business was different. Well, how can you tell what works for your business if you don't run A/B tests? Google make the ability to test so easy, that not to test, is a crime. Changing one word in your ad can make a big conversion difference. (Karl mentioned Rob Snell; Our friend and Yahoo Store conversion expert) By running against a control, you can guage just how much of a difference you'll get.

By testing different landing pages within same viewable ad, you can test various aspects of your landing page copy. Yahoo trackable links make testing not only your ads but the landing pages easy as pie!

By the way, Yahoo Search Marketing also allows for ad copy A/B testing as well.

In short, the ability to do A/B testing is easy to do and a necessity. Call me (or Karl) if you get stuck or need any help.

2 Cent: My second cent involves Karl's comment about his use of Yahoo Search if he wanted to buy something and Google search if he was researching. I think he's wrong. Some people might say that different people search using different engines and different styles, but since he doesn't follow my style, he's wrong. (Joke)

I search differently. If I'm looking to buy something, I use Google Adwords because those people are paying for the ad and therefore want to sell something. If I'm researching, I use the organic results and Alta Vista. I like to read reviews on Amazon or other sites where people review. Organic results are chock full of independent reviews on why something is good or bad.

For example, Kelly sold me on the Cingular Blackjack phone. Before I buy, I want to see other reviews so I search Google for "Cingular Blackjack" and read the organic results showing me various opinions and reviews that have been published. When I'm ready to buy, I click on the paid links. Alta Vista provides good organic results as well.

OK. There you have it. My 2 cents worth on Karl's interview with Mr. SEO. Please be sure to listen to the Podcast and all Joe's podcasts as they are very educational and informative for the seasoned SEO person as well as the do it yourselfer. It's full of legitimate information and not fluff about what the speakers did over the weekend. Karl's blog is great as well! Check them both out:

Karl Ribas Blog

Mr. SEO

Labels: balestrino, google, karl, ppc, ribas, seo, yahoo