“At Google, we aren’t focused on advertisers; we’re focused on searchers. We’ll let you advertise on a search term, but you have to add value to the search results.” Indeed. Those words were said to me some years ago by Google’s Dallas sales manager.
At some companies this might just become an empty slogan, but Google has methodically and consistently built rules into AdWords to improve the quality of its sponsored listings. First, Google made click prices depend on the clickthrough rate of your ad, so that weak or irrelevant ads cost more to appear in the sponsored listings. Next, Google introduced AdWords Quality Score, which measures how long visitors stay on a website after clicking an ad, and made sites with a poor quality score pay higher click prices.
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