You are currently browsing comments. If you would like to return to the full story, you can read the full entry here: “Keeping Up With Changes to AdWords Quality Score Guidelines”.
Keeping Up With Changes to AdWords Quality Score Guidelines
New to the Search Marketing Standard Blog?
Subscribe to our blog via our RSS feed and receive updates and tips.
WHAT’S NEXT?
- Read more Pay-Per-Click articles.
- Subscribe to our weekly newsletter for practical how-to, industry stats and expert advice.
- All articles are available for republishing as long as you provide a link back to the original article.
- Become a premium member to get the print and digital magazine and premium content.
About the Author
Rebecca Appleton (166 Posts)
Rebecca is the managing director of search engine optimization agency Dakota Digital a full-service agency offering SEO, online PR, web copywriting, media relationship management, and social media strategy. Rebecca works directly with each client to increase online visibility, brand profile, and search engine rankings. She has headed a number of international campaigns for large brands.
6 Comments
Share Your Thoughts
GET PUBLISHED
Looking to promote your business and grow your industry credibility? Come write for us!
SIGN UP
I think the bottom line is that Google cares more about the quality of the ad and landing page, and less about the bids and clickthrough. If searchers believe they’re clicking through to useless pages, they will stop, and advertisers will stop buying ads. Google has really been forced into doing this because there are so many advertises trying to game the system by slapping up terrible sites that don’t provide searchers with anything valuable.
You both make a strong point that I’d like to touch on. This update is a move to improve the “quality” in Quality Score. While Google may lose some initial revenue from high bid advertisers, with low quality ads, they will strengthen their long-term return.
Advertisers that publish generic ads with massive keyword list, usually stop running their campaigns due to low ROI. Businesses whose campaigns are well structured with themed Ad Groups and landing pages, realize AdWords is a valid marketing channel.
This repeat business can provides a stable revenue stream with less overhead. By forcing advertisers to actually think about their campaigns, and not just pay for placement, Google is essentially investing in the success of its advertisers. The better a campaign is structured, the higher the Quality Score will be! This leads to increased ROI for the advertiser and more repeat business for Google.
The other factor of course is the improved quality of the search results themselves. Although Google is the clear leader, they must continue to improve the user experience. When people can’t find what they seek, they will try alternative sources.
Ryan Adami
Internet Marketing Specialist
Is this a case of Google announcing something not-so new.
Hasn’t the CTR aspect of Quality Score been adjusted for position for a some time now?
That is what I had been led to believe.
It bothers me some when Google does this. I suspect they also did this in announcing a “new” budgeting option.
Seems like in both cases it is the announcing that is new, not the actuality.
-Tom Hale
Interesting article.
I have a couple of comments to the following point:
“Google say these changes are necessary for more accurate quality ratings and ensure that ads compete fairly for positions.”
Call me cynical, but I think Google has proven over and over that they are focused on “more revenue.” For instance, based on this article, they are “removing the emphasis of CTR” – and we’re to believe that is self-sacrificing on their part. However, they are also including more advertising above the “natural” listings. Why? Because they know those “across the top” listings get clicked on. I think it’s safe to assume that Google is doing *most* of what it’s doing because it’s after more cash. I don’t blame them, but I think that’s realistic.
To Joan’s point:
>> “and advertisers will stop buying ads.”
…I’m skeptical here. If advertisers had choices… sure. But with Google running >80% of searches, we’re stuck w/ Google until we can better places for our dollars, and that’s a challenge.
I think Google’s “secret algorithms” – for both SEM and SEO – will keep changing and remain a mystery. Advertisers should focus on testing and optmization – as that’s all we can control!
Cheers to all,
[Guy Hill
DroidINDUSTRIES
[...] Keeping Up With Changes to AdWords Quality Score Guidelines As is their want, Google have made significant changes to… [...]
An intelligent point of view, well expessred! Thanks!