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It’s at just such a critical moment that Google is rolling out changes to its AdWords algorithms having successfully tested them on its users in Spain, Portugal and Latin America. The algorithms are used to determine where in the sponsored rankings your ad will appear so a change can mean a dip in your position and consequent loss of traffic which, as business hots up, can cost a lot of money. The knee-jerk reaction is then to increase the bid price which, of course, reduces profitability – again costing money.
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
Adwords Control Panel will tell you what your Quality Score is and
specifically how your landing page rates. 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.
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