2007 Q1 Google Adwords Improvements

There have been buzz about Yahoo! Panama since its launch last year, though not all existing advertisers have been migrated to the new PPC platform. Certainly, Yahoo! has done a great job in introducing an entirely new paid search system. To keep its competitive edge, in Q1 this year Google has also introduced several new features to Adwords.

Making the Quality Score more transparent

Partially making the level of Quality Score available to Adwords advertisers is becoming essential, as since Yahoo! Panama’s pricing and ranking is still pretty much visible.

We’re releasing an optional Quality Score column that shows the minimum bid for all of the keywords within an ad group as well as a Great, OK, or Poor quality label for your keyword. You can select this column by clicking ‘Customize Columns’ in one of your ad groups (selecting this will also automatically populate the column for all other ad groups within that campaign). Use the quality label to get a quick overview of the quality of your keywords, or look at the minimum bid for a granular understanding of your Quality Score.

Updating the Quality Score algorithm

Google is determined to reduce or even to eliminate low quality ads altogether, by introducing an update of the Quality Score algorithm.

We’re launching improvements to the Quality Score algorithm that sets minimum bids for keywords in order to improve the quality of ads that we serve to our users. These changes should make it easier for high quality ads to enter the auction while also discouraging low quality ads. First, we’re improving the way that we set minimum bids for keywords where we have limited data. For example, if the system does not have any data on a keyword, we’ll try to assign that keyword a lower initial minimum bid until we have enough data to make a more accurate assessment of the Quality Score for that keyword in your account. Second, we’re improving the Quality Score algorithm to make it more accurate in predicting the quality of all ads. This will improve the overall quality of ads that we serve by lowering minimum bids for high quality ads and raising minimum bids for low quality ads.

Releasing Adwords Editor version 3.0

In the past Adwords Editor was built purely for search targeting campaigns, as advertisers were only able to make changes directly to your content targeting campaign within their Adwords accounts. However, with the new version of Adwords Editor, advertisers are now able to:

  • Add or edit site-targeted campaigns.
  • Add or edit negative sites for keyword- and site-targeted campaigns.
  • Edit another account while posting or checking your changes.
  • Pause or resume individual ads, keywords, and sites.
  • See the number of rows you’ve selected in the data view.

Allowing the pausing of keywords

Many advertisers were used to delete their under-performing keywords which were costing them a fortune everyday. But now, we are able to simply pause each individual keyword with a single click.

Introducing Retail Knowledge Center

The retail knowledge center is obviously a great resource for PPC beginners to properly create their Adwords campaigns for their industry-specific needs.

We know that you want to keep up to speed on trends in your industry to make the most out of your campaigns. Now, to help you find more of the information that you need, we’ve created a new resource for our retail advertisers: the Retail Knowledge Center. Here you’ll find a wealth of material including information about setting up and optimizing your campaigns, as well as recommended Google products for your business. You can also join a discussion forum, read case studies from other retail advertisers, and peruse recent industry news items.

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