4 Steps to Avoid the Google AdWords Ignorance Tax
Yahoo! has the syndication that can't be opted out from, and by default Google opts advertisers into everything. And then there is broad match which might be a bit broad for some advertisers. It seems the networks almost have an "ignorance tax" which hurt many small advertisers who do not know any better.Since Yahoo will be outsourcing paid search to Google, I'll limit the scope to AdWords only. Whether you're launching a new campaign using Google AdWords or editing an existing one, follow these 4 steps to avoid the ignorance tax:
1) Turn OFF the Content Network
Content advertising has its place but not blended with search advertising campaigns. Keep them separate. For any search advertising campaigns, turn off the content network at the campaign level:
Now, when you opt out of the content network, ignore any warning Google might issue to try to convince you to remain opted in:
2) Block Domain Parking Distribution
To avoid this tax, you'll need to use the site and category exclusion tool. You can't block this traffic via the campaign settings. Follow these directions to block parked domains for search advertising campaigns.
3) Bid by Match Type
To avoid the expanded broad matching tax, adopt a bidding strategy that employs multiple match types.
4) Turn OFF Automatic Matching
This is a new ignorance tax, currently in beta. If Google automatically opts you in, opt yourself out via the advanced options section when editing campaign settings:
That's it! Follow these 4 steps and you'll save your company a great deal of money. If you found these AdWords tips helpful, pass them on to someone else.
Apogee Tags: google adwords, ignorance tax, search advertising, content network