Not so long ago the Google let the world know of an upcoming AdWords Quality Score adjustment / improvement. Well, today the announcements came out that those changes are going to go live over the next couple days. This change will impact ALL AdWords accounts, so if you do anything in Paid Search you should take notice.
Why is AdWords Quality Score important? Google uses the Quality Score to determine the order of the ads that show up for a search query. The AdWords Quality Score improvements include:
- Better Quality Score accuracy: New quality score calculations will take into consideration the accounts history, click-through rate of all ads & keywords and to a lesser extent landing page quality.
- All keywords are labeled as active: Previously keywords with a low quality score were listed as “inactive for search” and would not be shown on Google.com. Now those keywords will be listed as active and be evaluated for any relevant search query – even though they would continue to produce low-volume impressions.
- First Page Big Estimates: Within the AdWords account the “first page bid estimates” will replace “minimum bids”. “For queries without many advertisers competing for placement, the first page bid estimate should be relatively close to your existing minimum bid. However, queries with a high level of advertiser competition may have significantly higher first page bid estimates, because you’ll likely need to bid above the old minimum bid to rank higher than your competition and show on the first page. Remember that you can bid less than your first page bid estimate and still show on subsequent pages — as long as your keyword is relevant to our users.“
So why is Google making these changes? Plain and simple Google AdWords is working on improving the quality and relevancy of ads shown throughout their AdWords network…therefore improving the overall search experience. For more information on Google AdWords Quality Score changes check out the Google AdWords Blog.
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