Advertising Agency Issues Google Adwords Advisory for Paid Advertisers

Share Article

A drop in some advertiser conversion rates prompted search marketer Jacob DelHagen to investigate a possible glitch related to Google AdWords.

New advertisers in particular will want to ensure that the live ads running on Google search are actually working and should not assume at this stage the internal AdWords testing system is 100 percent accurate.

A search marketer for a number of high profile web properties discovered a problem linked to Google AdWords that may cause some advertisers to experience “page not found” errors on some systems.

Search marketer Jacob DelHagen investigated the problem after he noticed a drop in some advertiser conversion rates for clients using the AdWords system.

“Here is the issue,” DelHagen said. “For tracking purposes, Google will append what’s called a gclid (Google Click ID) to the live ad. And while the ad may work fine within AdWords, these IDs can cause 404 or page-not-found errors on some systems. Most users do not test the live ads, because they assume the test within AdWords is accurate. Also, Google charges advertisers for each click.”

DelHagen said he contacted Google, which alerted him that very few websites or server setups are affected. “If you are unsure if your ad is working properly, you can call Google and ask for help testing your ads without being charged and they will do so,” DelHagen said.

AdWords is designed to work this way:

1. The advertiser places an ad in Google AdWords , establishes a budget and selects keyword targets (for example, “legal marketing“ or “ lawyer websites.”)

2. Once the ads are placed, the advertiser then tests the ad to make sure the ad sends a user who clicks on it to the proper URL / landing page.

3. Inside of AdWords, the ad will be shown as working properly and you can get to your correct website.

DelHagen said AdWords is still an effective and valuable tool. “We should be clear we consider AdWords one of the best ways for advertisers to reach Internet users,” he said. “However, new advertisers in particular will want to ensure that the live ads running on Google search are actually working and should not assume at this stage the internal AdWords testing system is 100 percent accurate, as it does not account for gclid and Google Analytics tracking. The result can then be the loss of thousands of dollars and a long call to Google to explain the situation, and they will clearly inform you there is no guarantee you will get your money back.”

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Paige Gore
Visit website