Working in PPC requires a lot of flexibility. Just when you think you have things figured out, one of the search
engines decides to switch things up, leaving you to experiment and find out just how the latest and greatest functionality performs on your own.

Well, guess what? Googles at it again. Following its new quality score implementation in August 2005 and subsequent improvements to its landing page algorithm last year, the big “G” is gearing up for two more changes:

1. The addition of an optional quality score column within ad groups that will help you track keyword quality levels, to take place late this week and
2. A change to the quality score algorithm that controls minimum keyword bids, to be implemented next week.

Google says it hopes these newest changes will “provide the highest quality ads to our users, while also providing you with the highest quality leads to maintain ROI.”

How will this affect your accounts?

According to G, you may see either an increase or decrease in your minimum keyword bids. If this happens and your keywords become inactive for search, it recommends you choose more specific key terms—or edit your ads to make them more relevant to your keywords—rather than just raising minimum bids. Otherwise, its all about tracking.

Heres to change (come on, smile! Lets just hope this time its as beneficial as it sounds. To get the scoop straight from the horses mouth, check out yesterdays Inside AdWords blog post here.