Google AdWords Landing Page Standards Explored

ClickZ takes a closer look at Google’s tougher algorithms for AdWords landing pages. The changes are designed to filter out MFA sites aka “made for AdSense” which are designed to attract traffic for pennies and display AdSense ads that earn the publisher a profit.

For most AdWords advertisers, the changes shouldn’t be a problem, according to Fortune Interactive’s own Al Scillitani. He tells ClickZ…

Penalizing irrelevant sites helps advertisers that link to quality content, site publishers, and consumers by increasing the relevance of Google’s ads, according to Al Scillitani, search marketing manager at Fortune Interactive. “The changes Google has implemented so far, and continues to implement, are things that advertisers should be doing anyway: use targeted keywords, [run] relevant ads with a good call to action, and link to a well written, relevant landing page,” Scillitani told ClickZ. “The quality score measurement makes the advertiser increase relevancy. To me, it makes sense that a relevant ad/landing page with the keyword in it will rank higher than an ad that is not relevant, assuming they have the same cost per click.”

Fortune Interactive Is Now a Google Certified Company

Andy Beal is no longer associated with Fortune Interactive. View Andy’s consulting services.

I am very happy to announce Fortune Interactive is a Google Certified Company.

To become a Qualified Company in the Google Advertising Professionals program, a company must:

  • Have a billing and mailing address in a U.S. state or territory or in an EMEA country.
  • Employ at least two Qualified Individuals in the program. Individuals must be qualified under the main company-registered My Client Center account and not their own account.
  • Build and maintain at least US$100,000. (or your local currency equivalent) total spend per quarter for the company’s My Client Center account.

To become “qualified,�? you must pay a fee and pass an adwords 100+ question test. The test can cover anything discussed in the adwords Learning Center.

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Fortune Interactive Upgrades SEMLogic, Releases Demo Video

Andy Beal is no longer associated with Fortune Interactive. View Andy’s consulting services.

By now, you’ve likely heard of the great technology we have at Fortune Interactive. I know what you’re thinking – “SEMLogic, sure, it’s probably no more than a fancy excel macro” – but it’s so much more than that. In fact, we’ve just added new compononents to SEMLogic that allow us to accurately measure the strengths and weaknesses of any web site for any keyword on any search engine. You can view the press release here.

Before I get to the list of updates, I want to share with you a first look at a video demo of SEMLogic’s “SEMasphere” just one of the many interfaces we use to analyze your website and precisely optimize it for better search engine ranking.

IBM Offers Two New Enterprise Search Solutions

According to Elinor Mills, IBM has launched two new entry-level versions of its search and content integration software.

The first, IBM WebSphere Information Integrator OmniFind–Starter Edition, analyzes and indexes information stored throughout an organization and lets users search intranet portals, databases, file systems and public Web sites. The second product, WebSphere Information Integrator Content–Starter Edition, offers real-time, bidirectional access to numerous content sources and workflow systems.

More details at the IBM site.

Small Firms Turn to Local Advertising Solutions

The WSJ looks at how small companies are turning to local ad solutions in order to spread the word at lower cost.

Low cost TV ad firm, Spot Runner; local search ads with Yahoo and Google; and Craigslist, are all explored in the piece.

Google Announces New Landing Page Standards for AdWords

Jennifer Slegg has details of a new announcement from the Google Adwords blog. It looks like Google is tweaking the landing page quality score algorithm in an effort to weed-out those advertisers trying to get cheap traffic to poorly designed landing pages.

It is suspected that those doing click arbitrage will likely be amongst the first to be affected, as many offer landing pages with nothing or little else other than Google or Yahoo ads. Click arbitrage involves buying inexpensive pay per click traffic, such as from Google AdWords. The advertiser then hopes that each visitor will hit the landing page and then click a higher-paying ad (often Google AdSense or Yahoo ContentMatch) to leave the page. As a result, many click arbitragers have either no content on the page other than the ads or just enough content to influence the AdSense ads.

Google Happy to Allow Click Fraud

Ok, so ZDNet has likely taken Google CEO, Eric Schmidt’s comments out of context, but it looks as though the search engine top-dog believes click fraud should be left alone to self-correct.

According to Schmidt, Google’s auction-based pay-per-click advertising model is inherently self-correcting. Schmidt’s scenario for what would happen if Google did not police click fraud and it was “rampant�:

“Eventually, the price that the advertiser is willing to pay for the conversion will decline, because the advertiser will realize that these are bad clicks, in other words, the value of the ad declines, so over some amount of time, the system is in-fact, self-correcting. In fact, there is a perfect economic solution which is to let it happen.”