I’m firing up an Adwords campaign to support our CES 2010 Coverage over at Technology Report and … ummm… I am NOT enjoying revisiting the frustration of working with the world’s most sophisticated advertising monopoly.
I really would NOT complain that much if Google’s silly “ad diagnosis tool” said something like this:
“Dear Joe, we noticed you wanted to run some advertising on our blank results pages. Although we realize your content is very relevant to users and there is low competition for the space we are going to gouge you on pricing … why Joe? BECAUSE WE CAN YOU SUCKER!”
I really would chuckle and appreciate the honesty. In my view Google does not have an obligation to me with respect to pricing ads. They can do as they please and let the market decide.
BUT … they do have an obligation to be more honest than they are with Adwords comments and as usual the recommendations take the ridiculous forms as they do wth organic search problems where Google is often vague or non-responsive. Why am I saying they aren’t being honest? Although it’s true that there appear to be ways to increase your chances of appearing without paying more, the notion that the quality of the keywords and what you pay are unrelated is preposterous. In fact it clearly defies the claim of “user centric” so often heard from Google.
What can I do?
There are several ways to improve the quality of your keywords, thus decreasing your advertising costs. Learn how to build a more effective keyword list, and take advantage of our campaign optimization tips. You can also raise your bid. See the ‘Quality Score’ tab for recommendations.
So yes Google I will pay more to show up, but it would be nice if you’d at least make it clear that the reason irrelevant ads are trumping others is that they *make more for Google*, not because they are better for users.
What, you wanted an example of pay to play clear irrelevancy? Here’s ONE among what I’d estimate are millions of inferior ads running at Google at higher rates than more relevant ads:
Consumer Electronics Show
Consumer Electronics Show Online.
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Disclaimer: Hey, on other websites I make money from Google Adwords via Adsense. I am thus one of the *beneficiaries of this process. So, why am I biting the hand that feeds me? Because ya gotta calls ’em like ya sees ’em.