Google Ramping Up Ad-Quality Scoring
ADOTAS – Google AdWords is updating its ad-quality scoring system.
The Quality Score will be decided as search queries are made, theoretically making them more accurate; keywords won’t be labeled inactive for search and minimum bid will be replaced by first page bid.
“AdWords will use the most accurate, specific, and up-to-date performance information when determining whether an ad should be displayed. Your ads will be more likely to show when they’re relevant and less likely to show when they’re not. This means that Google users are apt to see better ads while you, as an advertiser, should receive leads which are more highly qualified,” Trevor Claiborne wrote on Google’s official blog.
As an example of how it will all work, Claiborne wrote:
“Nancy’s Dairy advertises on the keyword ‘milk.’ Nancy’s ads perform better on the keyword ‘milk’ in the U.S. than in Canada. Her ads also perform better on the query ‘milk delivery’ than on ‘milk,’ and better on certain search network sites than on others. Instead of one static Quality Score and minimum bid that determines whether the keyword ‘milk’ is eligible to trigger an ad for all search queries, we will now determine eligibility dynamically, based on factors such as location, the specific query, and other relevance factors. For that reason, Nancy’s keyword ‘milk’ will be able to trigger an ad for search queries where it’s likely to perform better, i.e., in the U.S., on ‘milk delivery’ and on certain search network sites.”
Google plans to launch the new program to all advertisers shortly, but will be testing it out with a small segment of advertisers to work out any kinks before releasing it far and wide.
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