Google recently rolled out changes to its AdWords algorithms after successfully tested them on its users in Spain, Portugal and Latin America.
To be successful in online marketing, you have to look beyond this immediate response and understand what Google is trying to achieve here. Google has always ranked ads according to two criteria: the “Quality Score” of what you’re offering and the price you’re prepared to pay. The Quality Score is, itself, made up of three factors – the historical performance of the ad (primarily, what percentage of searchers clicked it); the relevance of the ad text to the search term; and, finally, the quality of the landing page.
The changes Google is introducing have the effect of increasing the importance of the landing page in the Quality Score. Google’s explanation is that too many searchers are being sent to pages that aren’t entirely relevant to their search. They get frustrated and leave the site, which is bad news for both the advertiser and Google.
Your Google Adwords Control Panel will tell you what your Quality Score is and specifically how your landing page rates.
The peak shopping period is upon us and, for most online shops, the effectiveness of their Google AdWords campaigns can make the difference between a fruitful festive season and a bleak new year.
If you’re finding that your ad is appearing lower than it previously was, now is the time to check whether your Quality Score has dropped and, if it does, go through Google’s landing page guidelines.
Powered By:
www.adwordsbuzz.com
