Adwords Quality Score Announcement

In online news this week Google have announced that they are to make improvements to the Adwords Quality Score system.

There are three main areas where improvement is expected:

• It will now be more accurate as it will re-calculate for each search query therefore the Quality Score will be in real time.

• No longer will keywords become ‘inactive for search’

• Instead of ‘minimum bid’ there will now be a ‘first page bid’ system

Basically, the upshot of this is that campaigns that once gained a poor quality score because they reacted differently in different countries or different aspects of the campaigns performed differently in different sectors, shouldn’t now gain negative quality score for it.

I think that we have to remain slightly skeptical however, new account users may start increasing their bids to gain a first page ranking when really they should be looking towards ROI targeted strategies.

The new system is likely to roll out in the forthcoming week and will be followed with updates for Adwords Editor and API to support the new procedures.

Only time will tell if these changes are for good or bad. We’ll have to keep a close eye on costs as it may not be as transparent if we are bidding for a position and not a clear CPC.

Tanase Rivers

PPC Account Manager

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