Pay Per Click – the Changing Face of Google Quality Score
September 23rd, 2008 by Mike
Google recently announced that they are changing the way their algorithm awards quality score to your pay per click account.
There are 3 main changes which are occurring to the current system:
Firstly there will no longer be a static per keyword quality score. Ad quality will now be evaluated each and every time a user performs a search. Google say that this will help improve the accuracy of served pay per click ads with the most accurate and up to date being displayed. Effectively, the theory is that your ads will be served on a greater filter of relevancy, enhancing the user experience further.
'First page bid' will be replacing 'minimum bid'. This 'first page bid' will give you an estimate of what bid price it will take for you to achieve first page pay per click listings, these estimates are based on the exact match version of the keyword, quality score and advertiser competition. In my opinion this change creates a greater battle to achieve first page listings. When you see advertiser competition is growing month on month for pay per click and Google’s recent change to serve fewer ads per search query, this latest change looks again to be a way for Google to increase the likelihood of higher CPC’s being paid.
The other main change being made is that keywords will no longer marked 'inactive for search'. Under the previous system if your keyword was of a poor quality score and under the minimum bid required it would be made inactive for search. With the new 'first page bid' system this will no longer be the case. It is important to remember though, that poor quality keywords will not achieve a great level of traffic. This is because their quality score and bid probably aren't good enough to have competitive placement on the pay per click search listings.
I'm not too sure what to make of these latest changes to the quality score system, with anything related to pay per click; the proof will be in time. One thing is for sure, these changes promote the need for high quality score to be achieved, especially given the every growing market of pay per click advertisers.
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Google change their algorithm for PPC time to time and recently some algorithm also edits to improve the quality of their PPC campaign.
One of the most important changes in Google is that, same ad is not now appearing every time for PPC when you are searching any site in Google search engine.
This change is very beneficial for a visitor that searches any information at Google search engine because now he would have more options to check different ads.
One other change in Google is that now minimum bid is implemented at the place of first page bid. It is very beneficial for user because they can get best information from PPC ad and competition will increase among the entire PPC ad company. It also provides best information to the user.
I think all these improvement will help to increase the quality of PPC ad and these sites also try to provide best information to the visitor as they expect.