Google is using a crawler specially for their AdWords advertising system that automatically spiders and analyzes the content of advertising that is displayed on the Google Network or other websites. The name of the new crawler is AdsBot-Google. If you see such an entry in your web logs then you know, your web site has been visited by this bot.
Why does Google’s AdsBot visit my advertisement landing page?
Google uses AdsBot to measure the quality of the ad landing pages. 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. Advertisement with a high quality score can rank higher, even if you pay less than others for the ad.
If you do not want that Google spiders these landing pages you can add the following robots.txt to your server:
These commands forbid Adsbot-Google to crawl or index your web pages that you display for advertisement in Google search results. The bad thing about this however is that your AdWords quality score will drop and you certainly have to pay for it too. So you better forget to deny Adsbot-Google crawler access to your pages. Google AdWords landing pages and site quality guidelines are published on the AdWords pages of Google.
Just to let you know that we know what we are talking about here, let’s see what Google says about this issue:
“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.”
We certainly can enlighten you of the consequences:
Restricting access will cause higher bid requirements for any landing page for which Google cannot visit for this reason. This reads: you will have to pay more money for your ads.
Optimisation of Google AdWords ads
If you use cloaked web pages for you’re Google AdWords campaign then Google will find out that you’re cloaking.
Serving cloaked pages to Google crawlers can get your web site banned or penalised from the search results and not only from Google but all other major search engines have no high opinion of this tricking and make believe behaviour.
Your landing pages should be informational and relevant to the search terms that you are targeting with your AdWords ads. If you’re not sure how to optimise your Google AdWords campaign, you always can visit the Google AdWords learning centre. Lots of information there! But to keep it a kind focussed let me add the following:
Your landing pages should be related to your ads and they should convince your web site visitors to buy, book or sign up for something on your web site. Good landing pages work with Pay per Click ads.
If you want to learn more about turning web site visitors into customers, take a look at how to turn visitors into customers.