Google Kills 134 Million AdsWritten by Pace Lattin
May 28, 2012 # 9:30 pm # Marketing Insights, Specials # 13 Comments
Google has been nice enough to reveal, among other things, that in 2011, they disapproved over 134 Million ads for a variety of things, including spam and fraud. On top of that, almost 800k accounts were completely killed, banned from using Adwords.
According to their blog:
Ads that are in violation of our ads policies aren’t allowed to be shown on Google and our AdSense partner sites. For many repeat offenders, we ban not just ads but also advertisers who seek to abuse our advertising system to take advantage of people. In the case of ads that are promoting counterfeit goods, we typically ban the advertiser after only one violation. Here are some metrics that give some insight into the scale of the impact we have had over time, showing the numbers of actions we’ve taken against advertiser accounts, sites and ads. You can see that the numbers are growing—and growing faster over time.
Even in this ever-escalating arms race, our efforts are working. One method we use to test the success of our efforts is to ask human raters to tell us how we’re doing. These human raters review a set of sites that are advertised on Google. We use a large set of sites in order to get an accurate statistical reading of our efforts. We also weight the sites in our statistical sample based on the number of times a particular site was displayed so that if a particular site is shown more often, it’s more likely to be in our sample set. By using human raters, we can calibrate our automated systems and ensure that we’re improving our efforts over time. In 2011, we reduced the percentage of bad ads by more than 50 percent compared with 2010. That means the proportion of bad ads that are showing on Google was halved in just a year.
Of course, they didn’t reveal how many accounts were accidentally shut down for no reason. While Google may not be as bad as Facebook, they are notorious for occasionally shutting down accounts for no reason, even after the ads were approved for months. Why? Because they were too effective?