Google: 'Cleanup effort' of rogue advertisers in full swing

It won't comment about reports stating it kicked out 30,000 AdWords advertisers in December

Google boosted its efforts to boot out rogue and malicious advertisers in the fourth quarter by going after them more aggressively and making it more difficult for them to weasel their way back into its AdWords system.

The new, more stringent "cleanup" process began in October, in conjunction with the implementation of new technology that now allows Google to not only blacklist rogue advertiser domains, but also permanently ban them at the AdWords account-creation level.

"We're committed to ensuring that the end user experience is a positive one, and we want users to have a high quality, relevant and safe experience when getting information from our ads," Google spokeswoman Deanna Yick said via e-mail.

"Over the years, we've used a variety of tactics to combat ads that create a poor user experience or direct users to harmful websites. We constantly review and improve our quality systems and are now doing even more to protect users by being more strict with offending advertisers," she added.

Among the banned advertisers are those who charge for supposedly free software, offer get-rich-quick scams or try to lure visitors into disclosing private information in exchange for free products.

"We use both algorithms and manual processes for measuring site quality and identifying scams, and we also listen carefully and take action as applicable when users complain," she said.

Yick would neither confirm nor deny a study released by Internet marketing services provider AdGooroo, which claims that in early December Google kicked out 5.3 percent -- more than 30,000 -- of AdWords advertisers. She would only say that "scammy" advertisers make up a small minority of the AdWords total.

According to AdGooroo, the ads Google serves per search keyword took a "sudden and precipitous" fall of almost 10 percent last month, from 5.48 ads per keyword to 4.97.

Despite the purge, AdGooroo predicts Google had a financially successful fourth quarter, which is traditionally strong for the company because vendors advertise aggressively during the holiday shopping season.

During the quarter, Google saw an intensification of competition among its AdWords advertisers for placement of their ads, which results in higher prices, according to AdGooroo.

Google also experienced "unusually high" click-through rates, meaning end users clicked on ads more often than usual, AdGooroo said. In its most popular ad format, called pay per click, Google bills advertisers only when someone clicks on their ads.

Moreover, the biggest 80 U.S. retailers spent 12.5 percent more in Google ads in the fourth quarter than the third quarter, according to AdGooroo.

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection

Tags Googlesearch enginesonline advertising

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Juan Carlos Perez

IDG News Service
Show Comments


James Cook University - Master of Data Science Online Course

Learn more >


Victorinox Werks Professional Executive 17 Laptop Case

Learn more >



Back To Business Guide

Click for more ›

Most Popular Reviews

Latest Articles


PCW Evaluation Team

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?