Google quality scores go real-time
Google has announced some new improvements to its Quality Score metric for Google AdWords. Over the next few weeks, Quality Score, which aims to improve the relevancy of PPC adverts, will be calculated at the time of each search query. Through introducing real-time evaluation of Quality Scores, Google will hope to match adverts more accurately to the most appropriate content available on its advertising network at the time, and reduce instances of adverts matching irrelevant content.
Google will also be replacing minimum bids on keywords with ‘first page bids’, which is an estimate of the bid amount required to reach the first page of ads for a given phrase. Additionally, search ads will now never be classed ‘inactive’ - all adverts will have the opportunity to be displayed - though if a keyword has previously been marked inactive it’s probably unlikely to get a high enough quality score and bid to be placed competitively.
“We are replacing our static per-keyword Quality Scores with a system that will evaluate an ad’s quality each time it matches a search query. This way, AdWords will use the most accurate, specific, and up-to-date performance information when determining whether an ad should be displayed,” commented Google.
The changes to Google AdWords will be rolled out to selected advertisers over the next few days, with a wider launch following in the next couple of weeks.
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