Does Google AdWords Favor Bigger Companies?

written by
Tuesday, November 02, 2010

Does Google AdWords Favor Bigger Companies?Does Google play favorites when it comes to paid search advertisers and large brands/companies? The short answer is probably not. However, it is something I've often speculated. While performing a couple of vanity searches on behalf of my client I happen to notice that a competitor's ad was featuring a slightly larger than normal ad-title.

Does Google AdWords Favor Bigger Companies?

Does Google play favorites when it comes to paid search advertisers and large brands/companies? The short answer is probably not. However, it is something I've often speculated. While performing a couple of vanity searches on behalf of my client I happen to notice that a competitor's ad was featuring a slightly larger than normal ad-title. This stuck out to me immediately because it is a title that my client wanted to use, but couldn't because of character limitations.

Google AdWords enforces a 25-character limit for all ad-titles, or so I've been told. This is to say that an advertisement's title can be no longer than 25-characters, including spaces. If this were true, than how is possible that Amazon is able to display a paid search ad featuring a 27-character title?

Does Google AdWords Favor Bigger Companies?

I will give Google AdWords the benefit of the doubt and suggest that this is none other than an editorial oversight, or a glitch that has occurred with the use of their 'Keyword Implementation' feature. However, I still can't help but wonder if these additional 2-characters aren't a part of a special privilege given to bigger brands like Amazon. What else do they get a way with that others aren't able to? Conspiracy theorists unite!

Thoughts?

Labels:

Share This Post!


3 Comments:

  1. Wow! I have to say that you did find a big thing there. The rule that Google set is not followed through 100%. So, when can the rules be broken? That's a very interesting question!
    By Anonymous Brian G Johnson on March 13, 2011
  2. Thanks, Brian. I'll post again when I (if) know more.
    By Blogger Karl Ribas on March 29, 2012
  3. It seems that this issue has been observed before and a answer for it has been posted. The Extended title length comes from use of dynamic word insertion with some reports showing up to 31 characters. The link to one such older article is provide below but it has been syndicated a few places. Hope this helps explain it. On a personal side note, I do believe that not all companies are equal in the adwords system. I have two clients with overlapping services areas and identical industry. After speaking with both of them they agreed to compete equally for the "ad space" on google, thus we setup identical campaigns for both of them, right down to the daily budget and keywords/match types. -- One company is about a year and a half newer than the other.

    Guess which company has consistent higher cost per click? The newer one. The QS for the keywords is identical or within 1 point in some cases but the CPC is sufficient to indicate something bigger is occurring. In any case, that's my two bits. Here is the article link.

    http://blog.ineedhits.com/search-news/google-reveals-technique-to-increase-ad-title-length-30155892.html
    By Anonymous Robert Willis on October 22, 2012

Post a Comment