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Google uses a new spider to index web pages
Google is using a new crawler software program for their
AdWords advertising system that automatically spiders and
analyzes the content of advertising landing pages. The name
of the new crawler is AdsBot-Google. If you see
such an entry in your web logs then your web site been visited
by the new bot.
What does this mean to your AdWords ads?
Google tries to determine the quality of the ad landing
pages with the new bot. The content of the landing page
will be used for the Quality Score that Google assigns
to your ads.
Google uses the Quality Score and the amount you are willing
to pay to determine the position of your ads. Ads with
a high quality score can rank higher even if you pay less
than others for the ad.
If you don't allow Google's new spider to index your web
pages, then your AdWords quality score will go down. Google
has an official statement on
its AdWords pages:
"While you can exclude your site from review,
this will provide us with little information about your
landing page's quality and relevance. Therefore, if you
restrict AdWords from visiting your landing pages, you
will experience a drop in Quality Scores for your related
keywords.
(This will cause higher minimum bid requirements for
any landing page for which you've restricted access.)"
What does this mean to your organic search engine
rankings?
If you use cloaking on
your web site and if you advertise your web site on Google
AdWords then Google now has another way to find out that
you're cloaking.
Serving different pages to different Google spiders can
get your web site in trouble. We explained this in a previous
issue of our newsletter.
Your landing pages should be relevant to the search term
that you target in your AdWords ads. If you're not sure how
you can optimize your Google AdWords ads, our AdWords
eBook might help you.
Your landing pages should be related to your ads and they
should convince your web site visitors to buy something on
your web site. Good landing pages work with PPC ads as well
as with organic search engine listings.
If you want to learn more about turning web site visitors
into customers, take a look at the chapter "How to turn visitors
into sales" in our free
SEO ebook.
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