• PPC Discussions , Tuesday, April 8, 2008 1:45 PM

Google's AdWords far outshines its competitors in terms of ease of use as a paid search marketing platform, but it's still not perfect. For Jeremy Mayes, AdWords stumbles when it comes to two key characteristics--the default disabling of the Quality Score column in the account screen, and the automatic enabling of inclusion in the content network from the start.

"Google, put the same effort into making sure all of your advertisers see the Quality Score from day 1 as you do in preaching its importance every step of the way and everyone will win," Mayes says. "Advertisers will build better campaigns that will lead to increased conversions that will lead to increased spend. Don't be evil, show the quality score from day 1."

As for the content network inclusion, Mayes says that opting relatively unsavvy advertisers in is another "slightly evil" tactic. "Google, bombard advertisers with account messages and e-mails asking them to opt in, call them... do whatever you feel you need to do to get people to opt in but make sure you set them up to succeed," he says. "If advertisers succeed you succeed. Opting advertisers into the content network by default is not the right way to make that happen."

Read the whole story at PPC Discussions »