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Ediwriter | December, 2018
You all know Google Ads (Adwords), Google’s bidding advertising platform. Or as some people call it - the Grand Ripoff Casino.
Let’s take a few moments to review the concept behind this platform.
As advertisers, when we create TV commercials or advertise in magazines or on billboards, we define the goals, budget and messages of our campaigns. Right? If the campaign worked, we count the cash. If it failed, we look for someone to blame and try again.
Not with Google Ads. When we advertise with Google Ads we do define the goals and budget, but not the messages. When we get to the messages, Google interferes with a whole set of strange rules, forcing us to produce ads and landing pages that we didn't necessarily intend to. Moreover, we get punished by a cruel and expensive tool - the Quality Score.
The Horror of The Mighty Quality Score.
Google calls it a metric to determine how relevant and useful the ad is to users, based on relevance and landing page. Other people call it a metric to calculate robbery losses...
If you think of it, this is a basic algorithm that determines if our campaign's creative is right or wrong. It doesn't matter if you're a professional writer, a talented marketing expert or if you hired a leading Ad agency. Google is the one to determine if our ads are relevant and if our landing pages are well structured.
I hear you say "Maybe it is based on Artificial Intelligence! Maybe it's an intelligent system that knows better than us how to sell our products or services".
No, it's not. If you read their guidelines you can see that they want you to add keywords in headlines, to match keywords with landing page keywords, to include calls to action and basic things like that. That's definitely not AI!
Don't get me wrong! On their organic search platform these demands make perfect sense. Google wants to create a relevant, high quality search engine, which is fine. But as an advertising platform, it should have nothing to do with Google's perception of perfection or ad relevancy. TV networks never ask advertisers to change their commercials to increase relevancy and magazines never ask advertisers to change their ads because they didn't include enough keywords!... (I’m not talking of course about basic rules like refraining from cursing or indecent words).
Give Us Back the Freedom of Advertising!
As advertisers it's our sole right to determine how we phrase and deliver our messages. Since we are the ones who pay for our ads we should have complete and total freedom of ads-speech.
Let's stop the hypocrisy Google! Users know exactly the difference between organic and paid results on search pages. When they see the word "Ad" they know it's a promoted web page, just like the ads they see on TV or the paid articles they read in the newspaper. From this moment on it should have nothing to do with the advertising platform, it's between the advertiser and the prospective clients.
I hear you ask "So why is Google interfering? Maybe they just strive for perfection?..."
I don't think it’s a matter of ads perfection, it’s more a matter of profits perfection. The quality score is merely an ingenious tool for maximizing profits.
What happens is that when advertisers create their first ads and landing pages, they are usually joining an already running campaign in their specific field of action. Regardless of what they write in their ads or pages, they'll have to bid very high if they want their ads to be displayed on the first results page.
If these expensive ads will prove to generate clicks, Google will improve the quality score and enable advertisers to lower biddings. You’re probably wondering – but what about all the money the advertiser spent on the expensive ads until the quality score went up? Well, you don’t have to worry, I’m sure that Google will find enjoyable ways to spend all this cash...
I'm not going to exhaust you with the many tricks Google uses to grab advertising money because that's not the topic. After all Google Ads is a legitimate business that needs to make money for their shareholders, just like any other big player on the market.
My problem is with the hypocritical and deceiving concept behind the platform, which uses the fake request for advertising perfection as a pretext to boost profits.
Unless you’re a Google shareholder, correct me if I’m wrong.
I am Eddie, owner of Ediwriter.com. I specialize in developing persuasive website content, producing creative branding and building powerful websites.
Ediwriter is all about creativity, insight and competence - the single most important elements that distinguish excellence from mediocrity. My work affects impressions, opinions and decisions. My job is to shape your business image and increase the credibility of your messages. I do that successfully since 2001. Work with me and you'll be proud of your choice!