Many of you have at least heard about how Google has tightened the reigns on internet advertising. Well for some they’ve come down hard, “big time” since the end of August 09 with little warning or explanation. The background is pretty interesting regarding what motivated this change and how it came about. If you’ve been affected then understanding why and how to react accordingly definitely will help your business marketing effectiveness.Google was backed into a corner and the changes were made as a direct result of pressure put on by the FTC. Pressure specifically brought to bear by David C. Vladeck who was appointed by Barack Obama to head up the Bureau of Consumer Protection within the FTC.One thing to remember is that the FTC approved Google’s acquisition of Double-Click last year which many argued was a clear tossing aside of anti-trust laws in vertical market mergers. It has appeared that they are far more aware of ramifications born from that controversial decision seemingly recognizing that it essentially created a big advertising gorilla that didn’t effectively police itself. So, much like when baseball enjoyed so many HGH induced home runs while MLB turned a blind eye; the government felt they needed to flex their lawmaking muscle a bit. With that being the case and with a new sheriff Vladeck in town, the stage was set for some major changes to be made.The concern stems from the far-reaching freedom of any company or individual to make any claims based on their product or service they wanted to as long as they had a disclaimer at the bottom of their site. Such disclaimers would routinely begin with such verbiage as “The claims made on this site do not guarantee that you will experience the same results. Individual results will vary greatly and in accordance to….”. The truth is that this does not protect the potential customer and actually allows the advertiser to essentially have a green light to use unverifiable claims – especially when used in business or business opportunity advertising.In his first 90 days Vladeck had gone on record as saying that the industry’s attempts to police itself were not good enough and met with industry execs to talk about the issue. In fact in his first six weeks on the job, he asked Congress for a bigger budget and for a streamlined way to create regulations. He also stated that he would hire technologists to help analyze online marketers’ tracking.The end result was the FTC brandishing their big “whooping stick” to put pressure on Google to reign in their biggest moneymaker. Given the fact that approximately 95% of Google’s revenue comes from advertising, it says a lot about the leverage they feel they have (ie we made you a Goliath by approving the merger and we can take you out).So what does that mean to all of us in the advertising community? Well, if you are advertising a business opportunity that uses large or (what appears to be) unsubstantiated compensation claims, a website template hosted by such a business opportunity without original content you are getting flagged, slapped or suspended all together (aka The Google Slap). The problem is that there are legitimate companies that are being drastically affected because they are being misidentified as being the same business opportunity animal. I know of several affiliate marketers that were spending over $100,000 a month on Google AdWords advertising whose accounts are presently suspended altogether. Ouch!From what I hear, if it happens to you you’ll find the quality score of your keywords will immediately drop from good or excellent (7+/10) to poor (1/10) due solely to being determined to have low website/landing page quality. Your ads will then rarely be shown if at all.Personally, I think Google is taking a hard swing to show they are taking the FTC bullying seriously and then as dad has his back turned, focusing on other troubled children in the business playground, they will then slowly ease off. But make no mistake, I believe these restrictions are here to stay they just wont be as militant about it. The famed Google Algorithms will balance out and find a happy medium but still keep out those that might give internet marketing a bad reputation.The bottom line is that even though I abhor government intrusion, the original motivation was to keep much of those in our industry who muddy the waters and which my friends, is actually a good thing. The problem is that it has been poorly executed creating collateral damage.Those that have been “‘flagged or slapped” need to retool their marketing strategy. If you’ve been drastically affected then you don’t need anyone to tell you that you’ve put too many eggs in the Google AdWords basket. You have to diversify your marketing methods! They must also closely examine their site content, where the site forwards too, who hosts it (ie web templates provided by their business opportunity). This will force many to rethink their business relationships and chosen business opportunities, especially if it is MLM or Network Marketing in nature.Change ALWAYS presents opportunity. If you can retool, regroup and adapt you will be positioned properly to capitalize on that opportunity because unfortunately most become discouraged, lose heart and do not. For ideas on diversifying your advertising strategies, review my article “Hit Your Target When Advertising Your Business Online”. There you’ll find 11 options available for you to take advantage of that will allow you to better diversify your marketing strategy.
Tag Archives: business
Shoe Repairs And Several Other Things When I Was 7
Shoe Repairs And Several Other Things When I Was 7
My Dad repaired most of our shoes believe it or not, I can hardly believe it myself now. With 7 pairs of shoes always needing repairs I think he was quite clever to learn how to “Keep us in shoe Leather” to coin a phrase!
He bought several different sizes of cast iron cobbler’s “lasts”. Last, the old English “Laest” meaning footprint. Lasts were holding devices shaped like a human foot. I have no idea where he would have bought the shoe leather. Only that it was a beautiful creamy, shiny colour and the smell was lovely.
But I do remember our shoes turned upside down on and fitted into these lasts, my Dad cutting the leather around the shape of the shoe, and then hammering nails, into the leather shape. Sometimes we’d feel one or 2 of those nails poking through the insides of our shoes, but our dad always fixed it.
Hiking and Swimming Galas
Dad was a very outdoorsy type, unlike my mother, who was probably too busy indoors. She also enjoyed the peace and quiet when he took us off for the day!
Anyway, he often took us hiking in the mountains where we’d have a picnic of sandwiches and flasks of tea. And more often than not we went by steam train.
We loved poking our heads out of the window until our eyes hurt like mad from a blast of soot blowing back from the engine. But sore, bloodshot eyes never dampened our enthusiasm.
Dad was an avid swimmer and water polo player, and he used to take us to swimming galas, as they were called back then. He often took part in these galas. And again we always travelled by steam train.
Rowing Over To Ireland’s Eye
That’s what we did back then, we had to go by rowboat, the only way to get to Ireland’s eye, which is 15 minutes from mainland Howth. From there we could see Malahide, Lambay Island and Howth Head of course. These days you can take a Round Trip Cruise on a small cruise ship!
But we thoroughly enjoyed rowing and once there we couldn’t wait to climb the rocks, and have a swim. We picnicked and watched the friendly seals doing their thing and showing off.
Not to mention all kinds of birdlife including the Puffin.The Martello Tower was also interesting but a bit dangerous to attempt entering. I’m getting lost in the past as I write, and have to drag myself back to the present.
Fun Outings with The camera Club
Dad was also a very keen amateur photographer, and was a member of a camera Club. There were many Sunday photography outings and along with us came other kids of the members of the club.
And we always had great fun while the adults busied themselves taking photos of everything and anything, it seemed to us. Dad was so serious about his photography that he set up a dark room where he developed and printed his photographs.
All black and white at the time. He and his camera club entered many of their favourites in exhibitions throughout Europe. I’m quite proud to say that many cups and medals were won by Dad. They have been shared amongst all his grandchildren which I find quite special.
He liked taking portraits of us kids too, mostly when we were in a state of untidiness, usually during play. Dad always preferred the natural look of messy hair and clothes in the photos of his children.