Google globally rolls out Ads Quality Improvement
Google has recently introduced an improved AdWords system for all who make regular use of their PPC campaign to improve performance, traffic, and conversions on site. PPC is a great way of generating good quality hits; however, historically it has been semi-prohibitive in delivering the most relevant and applicable PPC results to consumers. Google announced in August an improved system for measuring the weight and relevance of the PPC campaign and therefore the overall ‘quality score’ attributed to the advertiser. This means we can all expect to see improved search results. At present, trials have been announced in Spanish-speaking languages: Brazil, Latin America, Spain, and Portugal. Previously, Google had a negative approach to poor-performing or structured campaigns in that ads were banned or suspended due to low-quality scores. A more positive and incentive-led approach has been adopted to promote well-structured and relevant ad campaigns, and in return, the campaigns are promoted ahead of the likes of campaigns with lower quality scores. Ads receiving a high-quality landing page will have a reduced CPC in the auction. The proven success of this has now led Google to roll out the improved campaign globally in the coming few weeks. A wake-up call to every media marketing agency that will need to adapt and adjust campaigns to maintain and improve their ads with the new roll-out. We anticipate campaigns adjusting over the next few weeks with varying quality scores and ad positioning and then slowly readjusting to a stable position. The 1–10 quality score will continue to be a benchmark for an Internet marketing consultant in tracking and monitoring overall high-performing ads against low-performing ads. The new introduction from Google implies more of a union between paid and organic search techniques, with an element of page quality being introduced at the paid search level. In summary, the steps Google has taken in adapting the paid search model are another positive step in delivering the most accurate search results available. The paid search is beginning to be structured in line with its techniques for delivering relevant organic results. We’ll start to see the effects and positive influence this rollout will have within the UK and native English-speaking languages over the next few weeks.