Adwords Landing Page Quality For Content Network

Last week, Inside Adwords Blog further explained the effects of the landing page quality score change to the content network. Below are the few points that Adwords content network advertisers should note:

Point #1: The content quality score (QS) does not have anything to do with the search quality score.

Performance on the content network will not impact your search Quality Score, and vice versa.

Point #2: Landing page quality does not apply to publisher websites in the content network.

This change is focused on improving the quality of ads (and their landing pages) that we serve across the content network. If an advertiser is not providing a high quality user experience on the page to which their ad links, then their ads may stop showing on sites in our content network.

Point #3: To keep your ads showing as often as possible, you will either have to increase the maximum CPC or improve the quality of the ads (and the landing pages).

Although there is no minimum CPC bid requirement for contextually-targeted ads, lower quality ads may require a higher CPC bid to compete in the ad auction. You’ll know that fewer impressions on the network means your Quality Score isn’t high enough for your ads to be shown across the content network at your current maximum CPC bid. If you’d like to receive more impressions without improving your ad quality, you’ll need to increase your maximum CPC bid.

Point #4: When determining quality score in the content network, all keywords within an adgroup are being evaluated.

Since we use all of the keywords in an Ad Group (taken together, and defining a ‘theme’ for that Ad Group) in order to target ads to relevant pages in the network, the content Quality Score is only used to rank eligible ads on these pages.

To improve Quality Scores within your contextually-targeted Ad Groups, any changes you make should focus on increasing the quality of your ad text and keyword list so that they all relate to a single specific theme.

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