Google Announces Improvement on Ad Quality
October 31, 2008 by Pablo Palatnik
Google has announced some more changes to its improvement on ad quality. These changes are coming right before the holiday season which is the quater of the year that literally businesses online rely on to make up for the year if they havent had previous strong quaters. Interesting these changes come at this time, although the changes seem to give the ads in low positions, a fair chance to compete and better calculate ad quality and ad rank.
First and foremost, it’s important to note that rigth from the horses mouth, and I quote, “Clickthrough rate (CTR) is the most significant component of Quality Score because it directly indicates which ads are most relevant to our searchers.” SO, Google is now stating and making it know (although who really knows right?) that your CTR is the most significant part of the algorithm to determine quality score and ad rank.
“As you probably have observed, ads in high positions typically earn better CTR than those in low positions, because ads in high positions are more visible to searchers. To calculate the most accurate Quality Scores, it’s important that the influence of ad position on CTR be taken into account and removed from the Quality Score.
In the coming days, we’ll update the portion of the Quality Score algorithm that accounts for ad position. This will result in more accurate Quality Scores, ensure that ads compete fairly for position based on their quality and bid, and enable Google to show the most relevant ads to searchers by rewarding high-quality advertisers with better ad positions.”
So, what I THINK is happening here as explained, Google will take into account your ad rank and your CTR since its obvious if your ad is in position 5, your CTR wont be the same as an ad in position 2-3. Nevertheless, doesnt mean your ad isnt as good, its just lower in the ranks.
I think this whole post was so important, I’ll post the rest of it below:
“We’re also improving the way we determine which ads show in the yellow region above the search results. These positions are particularly valuable to advertisers because they are prominently positioned on the page. Given their prominence, it’s especially important that these ads be high quality; we therefore place extra emphasis on quality when determining which ads to show in this location.
To appear above the search results, ads must meet a certain quality threshold. In the past, if the ad with the highest Ad Rank did not meet the quality threshold, we may not have shown any ads above the search results. With this update, we’ll allow an ad that meets the quality threshold to appear above the search results even if it has to jump over other ads to do so. For instance, suppose the ad in position 1 on the right side of the page doesn’t have a high enough Quality Score to appear above the search results, but the ad in position 2 does. It’s now possible for the number 2 ad to jump over the number 1 ad and appear above the search results. This change ensures that quality plays an even more important role in determining the ads that show in those prominent positions.
Keep in mind that these enhancements may cause changes to your ad position, spend, and performance. We’re launching these updates soon so that you’ll have enough time to review your accounts and prepare for your holiday season advertising. While we don’t believe that any immediate changes are needed on your part, we encourage you, as always, to watch your key metrics and to make adjustments as appropriate.
We’ll post again once these changes are live.”
Random Posts
Comments (2)
[...] with them but they are working on that, I think. Google recently changed the way they calculate quality score which I dont know how much that helped out advertisers, not sure [...]
[...] – Google Announces Improvement on Ad Quality [...]