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October 31, 2008
Google to Change Calculations for Quality Score and Ad Rank
Changes are coming to the way AdWords calculates its Quality Score and Ad Rank. The changes will be implemented in the coming weeks.
First up, Quality Score will no longer take ad position into account. The idea is that simply dishing out the dough for a higher position has nothing to do with the quality of the ad.
CORRECTION: Here's what Google really said: "To calculate the most accurate Quality Scores, it's important that the influence of ad position on CTR be taken into account and removed from the Quality Score." Bloggers have been pointing out that Google has been doing this. When I get further clarification from Google, I'll let you know! Stay tuned.
Next, Ad Rank is going to focus on quality for ads that appear on top of the search results. Ads must meet a "quality threshold" in order to appear in that prime real estate. It will be possible for a lower positioned ad to jump above a higher position ad in the sidebar ads to hang out in the box above the organic results if it meets the threshold but the higher positioned ads don't.
Clearly, Google is making quality a key focus in AdWords. This may be an attempt to improve the program in the midst of a slowdown in growth for paid search. Or it could be an attempt to show that Google is more concerned about quality than price - and therefore advertisers need not be worried about a little thing like a search advertising deal with Yahoo.
What do you think about the focus on quality? Let us know in the comments.
Related Reading:
Google Makes AdWords Site Stats Logo Optional
AdWords Editor Version 6.5 Released
AdWords Conversion Optimizer Releases New Eligibility Requirements
AdWords API Gets an Update and Extra Quota
Posted by Nathania Johnson on October 31, 2008 8:12 AM
Comments
"First up, Quality Score will no longer take ad position into account."
This is not true. Here is what Google says:
"To calculate the most accurate Quality Scores, it's important that the influence of ad position on CTR be taken into account and removed from the Quality Score. In the coming days, we'll update the portion of the Quality Score algorithm that accounts for ad position. This will result in more accurate Quality Scores, ensure that ads compete fairly for position based on their quality and bid, and enable Google to show the most relevant ads to searchers by rewarding high-quality advertisers with better ad positions."
Chris1 October 31, 2008 9:16 AM
This is very cool. It is unfair that ads in lower positions have been effectively penalized since they get less clicks per impression in those lower positions. I'm glad Google is finally changing this. We should be penalized for spending less $$.
Ellen October 31, 2008 11:56 AM
Its almost getting to the point where you have to 'SEO' your paid search ads! :-)
Andy Maclean November 1, 2008 9:39 AM
It still surprises me at the amount of clients accounts we take on that have many Ad's running to there home page. Always good to hear Google changing things and mixing it up as they do from time to time.
Ikroh April 13, 2009 3:32 PM
