Google updates quality scores.. Again!

Google recently updated the way in which it communicates adwords quality scores to its advertisers. These fundamental changes, give a more insightful and meaningful metric to advertisers which is “first page bid” instead of “minimum bid”. Basically, a minimum bid is a pretty useless idea of how well your ad is going to be seen, especially in a competitive category because a minimum bid usually will be somewhere deep in page number 3 or 4 of results pages.

Here is how Google explained the way in which the new formula will work in their latest inside adwords post

Here’s an example to illustrate how per-query Quality Score works:

Nancy’s Dairy advertises on the keyword ‘milk.’ Nancy’s ads perform better on the keyword ‘milk’ in the U.S. than in Canada. Her ads also perform better on the query ‘milk delivery’ than on ‘milk,’ and better on certain search network sites than on others. Instead of one static Quality Score and minimum bid that determines whether the keyword ‘milk’ is eligible to trigger an ad for all search queries, we will now determine eligibility dynamically, based on factors such as location, the specific query, and other relevance factors. For that reason, Nancy’s keyword ‘milk’ will be able to trigger an ad for search queries where it’s likely to perform better, i.e., in the U.S., on ‘milk delivery’ and on certain search network sites.

Now, the biggest problem i see with this is that Google STILL DOESN’T give advertisers the ability to run bulk, campaign wide quality score reports. That however is a whole different issue that i will address shortly.

Google also states that quality scores will now update in real time which is a massive improvement because until now, quality score sweeps could happen several days or even weeks after making a change to an ad. Which is of course a bad thing when it comes to paying too much for clicks.

One of the other big changes is that keywords will no longer be deactivated. I’m sure we have all come across dozens of keywords in large accounts which will quite often become deactivated due to low quality scores. In fact, i’ve always found it quite useful to look at accounts in adwords editor and sort by keyword status, the inactive keywords are always the first ones to be optimized!

Google the ever evolving beast is doing a fantastic job across almost all areas of adwords and is still lightyears ahead of Yahoo, Keep up the good work guys!

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