Upcoming Changes to Quality Score in Google Adwords

How many of you are advertising with Google Adwords?

If you are using adwords, you will want to keep your eye on some upcoming changes that Adwords is making to the way it calculates quality score.

Just in case you have forgotten, quality score is Adword’s special recipe which they use to score your ad. It is a part of the factor that determines where your ad ranks on Google.com and the Search network. Here is the formula that Google shares regarding ad ranking. Quality Score x CPC bid = Ad Ranking.

How will the quality score change?

Currently click through rate is a very important part of quality score. Google rewards you for having a higher click through rate. Higher click through rate (CTR) leads to better quality score, which leads to better ad ranking which in turn leads to… a higher click through rate. It is sort of crazy cycle. Now with the changes coming the Adwords team as tweaked the algorithm so that ads will compete more fairly on Google.

The second change relates to ads showing above the search results in a little yellow box, such as the one below.

Google has a quality level that must be met before ads show in the yellow box at the top of the search results. If the #1 ad for a keyword search does not meet the quality criteria then there may be no ad shown in the magical yellow box. With the upcoming changes an ad that meets the quality criteria but has a lower Ad rank could jump past the ad in position #1 and show in the yellow box. This is a huge change.

What does this mean for you if you are advertising on Adwords?

1. Continue to keep your keywords focused and tight. Don’t have an adgroup that is flooded with a huge number of varying keywords. This is one of the biggest mistakes that people make with Adwords.
2. Build a landing page that is relevant to your ad text and and keywords
3. Use different keyword matching types to better target specific customers.
4. Focus on Quality – Google will reward you for targeting specific keywords with specific ads that go to specific landing pages. The shot gun approach to Google Adwords will not work!

If you’d like to learn more about Adwords, Check out our Upcoming Adwords Training or if you have questions.. Drop a comment below.

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