The Nuances of Ad Quality
Yesterday I mentioned that paid search marketing is challenging because of all of the ad serving rules and nuances set out by Google’s Quality Score. Ironically, I was looking though my feed reader this morning and came across an article that is all about those subtle (and not so subtle) nuances. In the article, The Mysteries of Ad Quality Revealed, Andrew Goodman talks about the various factors that play a role in ad quality, and talks about the links between organic and paid search optimization.
Andrew is a well know expert in the world of paid search, and though various forms of experimentation has observed the varying level of importance of the following factors on Quality Score:
- Historical click-through-rate
- Overall click-through-rate
- On-page optimization
- Inbound links
- Site architecture and user experience
- Behavioral and clickstream data
- Manual adjustment based on industry
- Manual adjustments based on ad spend
Curious to know what Andrew has found? If so, read his whole post over at Search Engine Land.
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Comments
yes thanks for this article, google has made it kinda harder to compete in the search engines with the paid link ban they done last update, but then again i guess it makes a open level playing field
Posted by: jeff mcclendon | November 10, 2007 05:06 AM