Google has been using quality scores in its bidding system, but only recently has Microsoft improved its own version. This leaves us with two seemingly ambiguous metrics that require a better understanding. Dave runs down the differences between AdWords and AdCenter -- from rankings to relevance to budgeting for ad spend. Dave tells us that Google's quality score can help bump ads into better positions with less spend, and he tells us how.

After writing about how Google Chrome should become the browser for PlayStation 3, it looks like Sony finally took the idea seriously. George Wong writes that last month someone leaked code of the PS3 WebKit source code, revealing that the console maker might move in that direction. Now, Sony Network Entertainment has posted a job listing looking for a senior software engineer with an advanced knowledge of computer science subjects including WebKit, the Web browsing engine Google Chrome runs on. No announcement yet.

U.S. baby boomer mobile Internet use will jump from 16.9 million in 2011 to 25.4 million in 2015 -- or 25.6% and 29.8%, respectively, of the segment's population, according to Susan Minniear, who cites eMarketer stats. The report, published by eMarketer, defines baby boomers as those born between 1946 and 1964. Susan makes suggestions on keeping Web sites simple to attract this age group.

Google posted an update to Panda Friday, providing more guidance on building high-quality Web sites. The engine posted a series of questions allowing SEO professionals to get into "Google's mindset," as if the engines represented a person. The questions should provide guidance on how the company looks at the issue. Some of the questions ask whether the site has duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations; or does the article provide original content or information, original reporting, original research, or original analysis? And,would someone feel comfortable giving their credit card information …

Greg Habermann gives us five ways that Google might break into social games, without encountering what many call "failures." He points to Google Vine, Google Latitude, +1 and more. For example, Habermann suggests Google follow Amazon's business model. So, he makes up a app called Google Vine to demonstrate a model for giving away Google AdWords credits.

Thin is out -- at least when it comes to content. Google wants substance. The Panda algorithm demonstrates that trend. Peter J. Meyers today puts out a road map on getting there. Some of the topics he discusses in this detailed post include dealing with a variety of duplicate content, low unique ratios, high ad ratios and search within search.

What are the different negative keyword structures and the best way to research them? Geordie writes that poor broad match types due to inadequate negatives can impact keyword relevance quality scores. He tells us that it's measured based on ad click-through rates. Negative keywords can have a major influence on campaigns when done correctly.

Understanding the "average position metric" isn't something all marketers understand, according to Jason Tabeling. So he analyzes a couple of data points from Google Chief Economist Hal Varian's blog post that goes deeper than the AdWords average position. Tabeling runs through the impact on paid-search ad campaigns, AdWords bid simulator, and auto-tagging.

Unconvinced search results are cleaner today than a few months ago. Aaron Wall analyzes how Google turns some SEO professionals from white to black hat search marketers. He discusses how some people feel justified to take whatever action is deemed necessary when the table for them tilts negatively, providing examples of some long-term Google advertisers that fell out of the engine's good graces. He makes suggestions about what to do when Google tells a site owner to clean up their act, which could increase operating costs and decrease margins.

Geoff Kenyon tells us how to optimize page data for Google Places. As Google begins to serve up the data in more than one location, it presents opportunities for companies to gain a spot on the first page of many more pages. Kenyon serves up five points that impact rankings in Google Places, and tells how to use them.