Why Google will now un-ban your AdWords account

Google’s market cap dropped $24 billion in 30 minutes yesterday. The aftershock so stunned Wall Street, market trading halted for two hours.

Reason why: Google’s printer accidentally published Q3 earnings 5 hours early (OOPS!!!). AdWords revenue was 3% below targets and income was down. BAM – the entire company’s value plummets 9% in minutes.

If Google dumped you for a handsomer boyfriend in the past, I betcha sometime in the next 3 months she sends you a “I’m sorry for my past sins, maybe we could meet for coffee” note.

The Wall Street hurricane is all relative of course. AdWords revenue is still up 17% over last year. And Wall Street is totally psycho, cuz they reward you not for winning the baseball game, but for predicting the number of home runs in advance.

But it’s no matter, because Wall Street is Wall Street. Seriously, you can expect more cooperation from Google now. If you got banned, give it another shot.

***Important note about Google bans: If you sell something that’s NOT edgy – like 300 ton industrial presses or baby seats or dance lessons – you have nothing to worry about. The people who get hassled by Google are people in legally turbulent categories like alternative health, diets and business opportunities.***

Dave Chappelle wrote a 5-part expose, “When Google attacks legitimate businesses,” largely based on interviews with Planet Perry folks:

Read Part 1 here

Read Part 2 here

Read Part 3 here

Read Part 4 here

Read Part 5 here

This pendulum swings one way, then the other. Get used to it. The reason Google bans accounts is that the Federal Trade Commission holds THEM responsible for what YOU do. (Most people don’t know this.) After hundreds of millions of dollars of fines, Google is gun-shy.

But now that they got hammered for missing Wall Street projections, they’re gonna put more elbow grease into vetting edgy advertisers. Perhaps they’ll decide you’re really not a criminal after all.

OK, so what should you make of all this?

I have ALWAYS ALWAYS ALWAYS warned advertisers – literally from day 1 – that the whole point of building an AdWords account is this:

Use their consistent traffic to build your sales machine. SO THAT you can go out and buy traffic from OTHER places. Ideally, everywhere that sells advertising: Online, offline. Banner ads, affiliates, print, direct mail.

When you do that, you dominate your market. It’s as simple as that. I have THOUSANDS of students who dominate markets and their testimonials are plastered all over my website. Lemme tell ya, it’s easier and WAY more fun to be #1 in your market than #5. Way easier.

I’ve been banging that drum for 10 years.

Most people don’t listen. Too bad for them. They become poster children for the E-commerce Darwin Awards.

Google AdWords is still the world’s most fabulous direct marketing machine. Time spent mastering AdWords is NEVER a waste of time, no matter how ‘Jerry Springer’ the fist fights get.

But Google is NOT your mother. She will not kiss your boo-boos. If you sell edgy stuff, Google is a psychotic girlfriend in a slender black dress who kicks you to the sidewalk on a moment’s notice.

My advice to you: Use your psychotic girlfriend to build your flirtation chops. And when she dumps you, make sure you’ve got other horses in the stall.

Perry Marshall

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About the Author

Entrepreneur Magazine says: "Perry Marshall is the #1 author and world's most-quoted consultant on Google Advertising. He has helped over 100,000 advertisers save literally billions of dollars in Adwords stupidity tax."

He is referenced across the Internet and by The New York Times, The Washington Post, USA Today, the Chicago Tribune and Forbes Magazine.

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Posted by Perry on October 19th, 2012. Filed in Marketing Blog. Tagged as , , , , , , , , , , , , , , , , , , , , . Follow responses thru Comments RSS. Follow responses thru Comments RSS.

Comments on Why Google will now un-ban your AdWords account »

  • Hi Perry, google stopped my campaign and said it violated company policies, for now I have not enough money to start the campaign again but when I can I will do, thanks for the advice.

  • Jeff says:

    Perry,

    I had my adwords account banned years ago. If you were going to ask Google to let you back in the club, what would you say?

  • Jeff says:

    Has anyone been able to get their account reinstated since Perry made this post?

  • Raza says:

    It would be great if they re-instated a bunch of banned accounts, but I don’t see it happening. They know who they banned, and why. In their view, it’s the same fly-by-night crowd that got into day trading in the early 90′s, then house-flipping in the early 2000′s, then into internet marketing and the “Google Cash Method”.

    In my humble opinion, they lump direct marketers, affiliate marketers, etc. into the same boat. And anyone who uses the techniques Google *thinks* these people employ will get nailed.

    Plus, they’ve mentioned, for organic results at least, that they prefer big brands. So I don’t think they’ll let the little guys back into their club.

    I could be wrong here, but I suspect CPC to go up. I don’t know what they’ll do to make that happen. But that’s what I think.

    Or since Larry Page has so much riding on Google+, they’ll try to monetize that aggressively.

    I wish it weren’t true, but I don’t expect them to reinstate any accounts.

  • nattcha says:

    Google has gone like a dictator lately. They are against Chinese great firewall but seems they act like one now and they are destroying itself. They should slowdown their take down and filtering actions because they will hurt their own in the end.

  • Thanks Perry, nice post. There was an interesting post on SEOMoz recently about how the huge growth on impressions and clicks that Google need to off-set the “approximately 15%” fall in average CPC. To keep revenue growth at around 20%, they need to increase clicks per day around 42%! That’s a massive amount!

    Gerard

  • J.Dom. says:

    Perry, sometimes your prose is a little too cool, too larded with metaphors and mixed metaphors. It gets tiresome. I needed an analgesic after reading this at the end of the long page:

    “Use your psychotic girlfriend to build your flirtation chops. And when she dumps you, make sure you’ve got other horses in the stall.”

    Por favor!

  • Kevin says:

    Ah yes,the great google adwords… I’m looking forward to hearing from them ! Thanks for your excellent articles… (ad)Words make (ad)sense!

  • George says:

    I was banned a year ago for an affiliate site I advertised 6 years ago. Fortunately, I get by just fine without Adwrods. Remember, nothing beats true organic traffic!

  • I was banned from adwords about 3 years ago for sending their PPC traffic to an affiliate link on a site not owned by me that apparently did not meet their T&C’s.

    I explained I was sorry, it was not my site, they apparently allowed the URL at he time and that I have nothing more to do with that site and in fact never even made and sales.

    I still dont have my account reinstated. Its a nice blog, but its not really accurate, you cant connect their stock to their adwords policies, thats just like a really bad conspiracy theory.

  • Ricky Martin says:

    I was banned few years ago for the same reason like many others, affiliates. No arguement for that. If the big G doesn’t accept my money, I still have somewhere else to throw my budget at. And those alternatives have been working pretty well that I almost forgot that adword existed on this planet.

    Even if google reps un-ban my account, there are NO guaruntees that they won’t ban my account again for some even more stupid reason. Ban me once, shame on you; ban myetwice, shame on me.

  • Luke says:

    We were banned for an ad that delivered one click in 2003…the ban happened 2 years ago (8 years later).

    Of course, we don’t own the banned domain so we can’t make “changes” that Google wants.

    We had a six-figure spend and Google says “too bad”.

    There’s no evidence I’ve see anywhere that Google is unbanning accounts. NONE.

    I was nothing but polite if not self-effacing in dealing with Google and they simply said, “don’t contact us again” and have since then refused to respond to anything or un-ban the account.

    Stock-holders should be seething at the stupidity but Google is now “too big to fail” so I guess no one really cares.

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