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AdWords Quality Score Changes To Go Live Worldwide

By shanesnow
Published on September 15, 2008

As we recently reported, Google AdWords has announced three big changes in its pay per click advertising program concerning quality score and bidding. The AdWords Team said today that Google is now ready to roll out the changes to all advertisers across Google’s entire network.

So buckle up, and watch your accounts for the changes this week.

On the Inside Adwords blog, Google explained that quality scores will still be calculated using the same factors, only now several of those factors will be calculated instantaneously at the time of the search query. Google explains:

“We will still consider your account’s history, which consists of the clickthrough rate (CTR) of all the ads and keywords in your account. We will also consider your landing page quality. Although your overall Quality Score is evaluated at the time of each query, landing page quality is evaluated less frequently.”

The AdWords Team also explained that the new ‘first page bid’ metric that is replacing the old ‘minimum bid’ does not mean that it will now cost more than it used to to have your ad appear on the first page of search results. The only difference is now AdWords gives you a reference point regarding what it will cost you to get on that first page, whereas before it only told you how much you’d need to pay to have your ad show at all. Of course, now that everyone will know how much to pay to get on the first page, those costs may go up as the competition for the first page gets fiercer.

These quality score changes, increases in paid search advertising competition, and the constant innovations in the pay per click advertising industry make it necessary to lean how to maintain the top quality scores for your keywords. It may even be important for seasoned PPC managers to brush up on their skills.

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