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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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I spent some time yesterday in my jet-lagged state going through mail built up in Brisbane while I was away in Canada - that’s real normal mail, not that fancy electronic stuff we use nowadays.

I have a pile of newsletters and audio CDs from Perry Marshall’s Renaissance club that accumulated over the last six months.

I don’t know what it is about Perry but I like his style a lot more than most Internet marketers, probably because it’s more down to earth and he writes like I write. He rarely puts on a hard sell for anything he does. Although he doesn’t push himself as a copywriter (he’s generally considered the Google AdWords guru), his copy is clean and again, down to earth, and I tend to follow his copywriting style as a template for my own.

Most of the Renaissance club newsletters are about using the web for direct marketing and general Internet business stuff. Perry has the whole formula for marketing a business online down to a tea - run adwords for traffic, use a namesqueeze, demonstrate expertise to make sales and zero in on the ideal customers so they come to you rather than you going to them.

If you would like to join Perry’s newsletter (it’s paper and comes in the mail once a month, usually with an audio CD too) you can check out all the details here -

Perry Marshall’s Marketing Letter & Renaissance Club Newsletter

It’s still the cheapest way to get a copy of his Definitive Guide To Google AdWords ($29.95 as part of the welcome package for joining the Renaissance Club) and if you ever plan to do anything with Google AdWords you have to have this book - it’s the Pay Per Click bible.

Advice On Defeating The Google Slap

There was a section in one of the newsletters on the Google Slap that I want to share with you. If you don’t know already, the “Google Slap”, as it has been labelled, was an adjustment made to Google AdWords that penalized people who used a landing page with little content. It really hurt a lot of people using namesqueeze pages because they suddenly had to pay stupid amounts per click when previously it was pennies per click.

Since then Google has continued to slap advertisers whenever their system determines the site you are sending traffic to has little content.

Perry included an excerpt from an email communication with Glenn Livingston, who had some great tips for beating the Google Slap.

I summarize the tips here for you:

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