Adwords Content Targeting Quality Score Change
Google is again fine-tuning the quality of its PPC ads, though this time the impact will be on its Content Network. Inside Adwords and Inside Adsense have both made some announcements yesterday.
Inside Adwords Blog announced,
In the next few days, we will be making two changes to how AdWords evaluates landing page quality. First, we’ll begin incorporating landing page quality into the Quality Score for your contextually-targeted ads, using the same evaluation process as we do for ads showing on Google.com and the search network. Advertisers who may be providing a poor experience on their site will notice that their traffic across the content network decreases as a result of this change. Second, we’re improving our algorithm for evaluating landing page quality and incorporating landing page content retrieved by the AdWords system.
As with our July system update, both of these changes will affect a very small portion of advertisers, so the vast majority of advertisers will not be affected at all by either change. However, those who may be providing a low quality user experience will see an increase in their minimum bids for Google.com and the search network and/or a decrease in traffic across the content network. In most cases, we expect that the higher minimum bids will cause the low quality ads and keywords to become “inactive for search.”
Inside Adsense Blog also explained,
Recently, we have begun incorporating the quality of an ad’s landing page into the determination of what ads appear on your site. The quality of the ad’s landing page now affects the Quality Score that the ad receives — this score helps to determine the amount an advertiser must bid to appear on your site. The lower the Quality Score, the more “expensive” it is for the advertiser to show up on your site. As a result, you should see fewer ads on your pages which lead to low-quality sites.
The Adwords landing page quality score change in July has already affected some Adwords advertisers by mainly pushing up their keyword minimum CPC across their Search Network campaigns.
This time the impact on those Adwords advertisers who are heavily relying on Adwords Content Targeting may also be severe. As explained above, campaigns with low quality score landing page as a whole will prepare for a major drop in traffic. Advertisers may want to either improve their web pages’ quality or alternatively shift their advertising budgets to other contextual advertising programs available.
This change can be a good sign for webmasters who rely on Adsense as one of the major income sources, as better quality ads on their websites will certainly yield higher clickthrough.
Posted on November 8, 2006
Filed Under Adwords, Contextual Advertising, Google, PPC |
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5 Responses to “Adwords Content Targeting Quality Score Change”
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So according to the “Inside Adsense Blog” explanation:
.. They’re gonna put all the poor ads with the poor sites, creating a whole network of poor content ..
Virtual marketing slums!
Hi there, great post!
I’m a brazilian and wanna become a SEO or SEM professional. What are the steps for it? How can I get prepared? Do you know any online course about these topics I can take, paid or not?
I’ll be really glad if I heard from you.
Thanks in advance.
Chris
Chris, there are loads on resources online like Search Engine Watch. Highrankings Forum, etc which will give you a good start. Just google for it
I can only see Google keeps tightening their rules on adwords. Maybe I should really consider Yahoo contextual.By the way does anyone know if MSN have a contextual program?
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