Google wasting their own money on PPC!

So, I did a search for ‘Google Play’ earlier as I wanted to check the sales of one of my apps. I feel that their new ad format further blurs the distinction between paid and natural results, and I accidentally clicked on the paid ad at the top of the page. Accidental clicks are a nightmare for a PPC manager, I’ve spent countless hours thinking about how to reduce them. This task is made more difficult by the fact that you have no real idea of whether a click is accidental or not. In this case I was feeling impatient so I clicked very quickly and I wasn’t expecting to see an ad for this keyword anyway.

Here’s a screenshot of their paid ad which I accidentally clicked on:

Screen Shot 2014-02-17 at 12.38.08



And here’s the page it linked to:

Screen Shot 2014-02-17 at 12.38.43


It doesn’t matter of course, as it’s Google’s own money they are wasting here. If I could find a negative, it would be that it maybe has a slightly negative effect on their reputation given that they are constantly offering to optimise Adwords campaigns for your business. I’ll stick to doing it myself thanks very much…

The lesson here is to check and double-check your destination URL before setting your Adwords campaign live. Your goal should be to minimise wastage like this. In addition to checking that your URL is correct, you should keep an eye on whether your website is live or down. I use a company called Uptime Robot to let me know if one of my websites goes down so that I can pause any PPC campaigns until the problem is rectified.


About The Author

Michael Madew

PPC expert with over 10 years' experience in creating and managing highly profitable PPC campaigns on Google Adwords, Bing Ads and other paid search platforms.


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