February 15, 2007 Comments
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Andy Beal over at MarketingPilgrim has the scoop on some upcoming changes to the Google AdWords algorithm. The changes are expected to start showing up as early as tomorrow and are designed to give advertisers more information about the quality score of their own campaigns.
From Andy's post:
Fox explained the addition of the new column was Google’s effort to "improve transparency" and "make it easier to understand the quality score." He also explained that Google hoped the new Quality Score information would "help advertisers optimize their ads."
The new data will be available as early as tomorrow afternoon, which is a key move in anticipation of an algorithm tweak to the Quality Score in the next week or two. By being more transparent with the scoring, Google hopes to prevent any backlash that may come with the new algo.
While the new algorithm shift won't be as dramatic as when Google introduced the landing page factors, Fox does expect to hear some complaining from advertisers. He confirmed that the new algo "will impact a fairly large number of keywords", which might lead to a knee-jerk complaint by a large contingent of AdWords advertisers. However, Fox stressed the "bulk of the impact will be on keywords not driving traffic."
Long-term AdWords advertisers will likely remember how things got shook up back when Google started looking at landing pages as part of their quality score. Chances are good that there will be a similar shake-up when the newest updates to the Google AdWords algo go into play. With that in mind, it would be a good idea for businesses large and small to plan some time in the next week or two for their paid search marketing teams to dig into the new algorithm changes and to experiment with their paid search advertising campaigns.
Jennifer Laycock is the Editor of Search Engine Guide, an educational web site aimed at translating the search marketing world into something that small business owners can understand. Jennifer specializes in common sense search engine marketing, viral marketing and customer outreach via social media and blogs. A former search marketing consultant and in-house trainer, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children. Her primary clients now are a little girl named Elnora and a little boy named Emmitt.
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