Google Making Changes
In an effort to improve user experience, Google has begun making changes related to how AdWords evaluates landing page quality. Starting this past week, it has begun incorporating landing page quality into advertisers’ quality scores on contextually-targeted ads (this is already done on search ads), and improving its algorithm for evaluating landing page quality.
For sites with poor quality content, this will affect bids, ads and keywords.
But let's back up just a bit. In case you were wondering...
What are quality scores?
According to Google, the “quality score” is the basis for measuring the quality and relevance of ads and determining minimum CPC bids for both Google and the search network.
How are they determined?
Using click-through-rates, as well as the relevance of ad text, keywords, and landing pages.
How will this affect your campaigns? If providing quality information on your landing pages is something you work hard at, it probably won't. In fact, as with its last update in July, Google says these changes will affect only a very small portion of advertisers; the vast majority won’t be affected at all (*sigh).
On the other hand, the company says advertisers who are providing a poor experience on their sites could:
- Notice a decrease in content traffic
- Begin paying more for minimum bids, and
- See their ads and keywords become inactive for search
But why is Google doing this? Is it just trying to make things difficult?
In its own words:
“We believe high quality content and ads attract more clicks, encourage user trust, and result in better long-term performance.”
As I always say, content is king. Apparently, Google agrees.
If you notice sudden changes in your Google PPC efforts, this update may be why. So keep a close eye on things and give us a shout if we can help smooth the transition. We're all in this PPC thing together. :)
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