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the Lowdown On Google's Latest Quality Score Changes

Google announced a number of Quality Score changes last week, and Rob Weatherhead cuts through the "Google-speak" to break down what it actually means for everyday AdWords users. One of the main changes is a removal of the minimum bid--which means that advertisers will see the estimated CPC they'd have to pay to get an ad to appear on the first page of results, instead of the standard lowest-price bid they'd need to make to have the ad appear in general. The other change is a Quality Score that's determined by query level as opposed to a per keyword basis.

For Google, Weatherhead says this means more search ad volume and more money, as advertisers will likely fight for that coveted first page positioning. "Once this temptation is there for every advertiser the whole market for first page listings should become more expensive," he says. Not to mention the fact that "people [will be] able to appear on any keyword they wish (so long as they are willing to pay) and a large number of previously inactive keywords will suddenly come into play."

For advertisers, it means increased CPCs all around. "By allowing people to see what it will cost them to appear on the first page you are giving them the push to bid to that level," Weatherhead says. "Some will shy away and save their spend, [while] to others it will be the carrot they need to make the next step."



Read the whole story at Digital Media World »

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