Google effects changes in working of quality score for AdWords

Citing its goal of improving users’ overall online experience, search engine giant Google now incorporates landing page load times as a factor in working its quality score for AdWords. Google’s quality score greatly influences an ad’s position on the search engine and the network. It’s also used for calculating a keyword’s minimum bid. Although most search marketers generally agree to the fact that the algorithm change will be of benefit to users, it could also effect some sites’ quality scores, causing increased ‘cost per clicks’ (CPC) for high-traffic campaigns.

“From a search engine marketer’s perspective, a media buying firm or a traditional interactive agency, there are sure some questions about how this particular change will affect performance & pricing,” account director & integration strategist for Range Online Media, Price Glomski stated. For advertisers using iFrame or those who have busy Flash-based sites and use heavy code on their pages, the change might be a concern, he added.

“This indeed poses some challenges for marketers who have come to rely in many cases on rich media on landing pages,” Kevin Lee, executive chairman of Didit stated, agreeing with Glomski’s assessment. The change may also have a negative effect on sites, which employ third party or redirection technologies for tracking revenue & different keyword metrics for their respective brand.

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