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Perry Perry Perry! - How often can I say this guy’s name! I’ll cut to the chase, yet again Perry Marshall has some tips for us on making sure Google gives you the cheapest click prices in AdWords.

The Quality Score

The metric that determines whether Google will “slap” your ad campaigns with a high cost per click, is called the Quality Score. As usual with Google we don’t know exactly how they calculate it, but we have a good idea thanks to guys like Perry, who have a lot of clients with huge AdWords campaigns - he has some great data from which to draw conclusions from.

According to Perry’s latest update on defeating the Google slap, the main culprits for a low Quality Score are:

• Ads, keywords and landing pages don’t match very well in terms of Search Engine Optimization. For more on this, see my last article on tips for beating the Google slap.
• Too many different kinds of keywords in one ad group and too many different kinds of ad groups pointing to the same landing page are both symptoms of the problem.
• Your site doesn’t have much content, or Google’s bot can’t easily find it. Again, SEO will help this problem as well.
• You’re bidding on keywords that most advertisers have difficulty achieving relevance on.

I realize for some of you, this might seem a bit confusing, but that’s because you haven’t played with AdWords enough yet to get a firm grasp of how the system works. Once you start bidding and buying traffic you start to get a feel of how the software operates and the tips above by Perry just make common sense.

Google needs to keep the relevancy of advertisements high so you need to take extra steps to provide more value to readers when you send traffic to your sites via AdWords.

As Perry explains, here is Google’s point of view:

Imagine that you’re in the search engine business, trying to serve up good results to people who search.

Eventually you figure out that 1% of being a successful search engine is showing good results at the top of the list. The other 99% of your job is eliminating the bad results and the spammers. When Jack Welch was president of GE, his policy was to fire the worst-performing 10% of employees every year. Likewise, Google slaps the least relevant 10% of their advertisers every six months.

How To Determine Your Quality Score

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Wow, I just got the email from Perry Marshall explaining that he is GIVING AWAY Apple MacBook Pro laptops, which have only just been released and are valued at $1999 each to each attendee at his April Google AdWords Conference.

His conference costs the price of the laptop to attend so you can’t complain about getting value for money, you could probably even sell the laptop straight after the even and almost recoup all your costs (or keep it, it looks like a fantastic computer).

Free Laptops - Google AdWords Seminar, April 2006, Chicago

Come to my $1999 Seminar for my April “Christmas Party” – and get this year’s most raved-about PC, a beautiful brand new $1999 Apple MacBook Pro, FREE.

The first question that came to my head is how can Perry afford to do this since unless he’s getting some sweet deal from Apple he would be loosing money on the first 200 attendees for sure. I read his page and this is how he justifies it…

Naturally you’re wondering if this is some kind of a trick, some kind of a gimmick, if there’s a “catch” or something. So before we go any further, let me explain exactly why I’m doing this.

Before I came up with this crazy idea (and yes, I admit, it is crazy) I was already on track to have a successful seminar. With more than a month to go I had 70 people signed up, speakers lined up, hotel lined up, and I was in the black. Everything was gonna be just fine.

But the more the merrier… right?

Last year I gave my top-performing coaching students Macintosh G5’s. And they went ga-ga over them. But a few weeks ago I went to the Apple store and saw the new MacBook Pro – it just hit the streets, and the demand is so crazy you can barely even get your hands on them right now.

I realized, that’s it! I’ve got to give these away. People will climb over walls and travel land and sea to come and get their hands on them!

Now if you figure I’m making no money selling seats to this seminar, you’re absolutely right. The reason I’m doing this anyway is very simple: At the seminar I’ll be offering slots in my next round of personal coaching programs and private mentoring groups and I know you’re going to get so much out of this seminar you’ll want to keep coming back for more.

It’s as simple as that.

Perry doesn’t make any profit on the actual seminar - it’s all about up-selling seats for his mentoring and personal coaching programs. No doubt the publicity from doing something like this is good too.

So there you go, if you were thinking about attending Perry Marshall’s Google AdWords Seminar in Chicago during April you really have no excuse now. You can check out what’s going on at the event by following this link -

Google AdWords Seminar, April 2006, Chicago

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