We knew they were coming, and today, they arrived: The changes Google has been talking about for months. As with most overhauls, it is reasonable to expect good and bad effects.
First, ad rank will be determined at the moment of query instead of based on historical data and performance of the individual ad. By doing this, Google will now be able to take into account certain characteristics of the searcher such as, where they are searching from and what sites they came from. As you can imagine, this means that advertisers can expect varying positions based on the geographic market.
In addition, the competitiveness of certain keywords will fluctuate where advertisers are only displaying their ads at certain times in a day. For example, a B2B company can assume that their ads will now become more expensive during peak business hours.
The second change is definitely the best news for those with little, to no historical data in Google Adwords. Google will no longer mark keywords “inactive for search,” which appeared on many campaigns that hadn’t yet earned a good quality score.
Finally, the third change will provide advertisers with an estimated bid for each keyword to garner the first page of their search results. Now this could be good in a way, giving us more insight into the marketplace and making our ads more visible. However, on the flip side, if everyone started to raise their bids to try to get to that coveted first page, the necessary bid will continue to increase.
All in all, Google claims they are making these changes in an attempt to be more impartial and make it easier for all advertisers, but in the end, many experts and critics are raising good points of how this will continue to drive up our marketing spends.
By now, most of us are aware of Google’s QS and vaguely cognizant of the standardized methods of attaining a reputable one. Keyword, ad copy, landing page relevance, historical data, click-through-rates, etc. are all considered necessities when creating high-performing ads.
So do the sponsored ads in positions 1 and 2 have the highest quality scores for a given keyword? Not necessarily. Your Quality Score affects how much you pay-per-click, so some advertisers may choose to pay the extra money to make up for their lack of QS. It’s a balance thing: the higher your Quality Score, the lower your cost-per-click and visa versa.
What if you could somehow locate which competitors had the highest Quality Scores? Then you could study their headlines, ad copy and landing pages, and apply what you have disseminated to your own advertisements. There is no clear-cut way to find these high Quality Score competitors, but there is a pretty nifty trick that will give you some of what you seek.
Type the keyword/phrase of the sponsored ad you would like to improve into the Google Search Bar. Make sure a series of meaningless numbers/letters follows the phrase.
For example: Search Engine Optimization 4564684651
-or- Search Engine Optimization qiuwheqiuh
Because Google cannot identify the keyword/phrase in conjunction with the numbers, it will instead display the best performing ads with the highest Quality Scores. Go ahead and try it out for yourself – let me know if it works for you, too!
Note: If you search on a keyword/phrase more than once without clicking on a sponsored ad, Google may cease displaying the ads.
Keeping up-to-date with the latest technological developments is important in the Information Technology industry. When it comes to Search Engine Marketing (SEM), Google always seems to be at the forefront of productivity and innovation. Yahoo’s new platform, however, seems to have a leg up on Google Adwords this time around.
Yahoo unleashed its new platform, code name Panama, on February 5th of this year. Advertisers have been eagerly anticipating a new interface to enhance a campaign’s effectiveness. Yahoo has done away with its archaic bidding system and has created a new ranking system that is easier to understand. The creation of this system will force advertisers to use solid copywriting and direct marketing principles in setting up ad campaigns.
Individuals who have upgraded to the new system can now gauge the quality of their ads by viewing the prominently displayed quality index within the new Yahoo Search Marketing interface.
The use of quality score grading measurements in each of the search engines can affect an ad campaign’s effectiveness. Utilizing quality score for optimizing campaigns and determining ad positions for sponsored ads has become a common practice in SEM.
Similar to Yahoo, Google Adwords uses a quality score for its ranking and is based on landing page quality, bid amounts and ad performance. Until recently however, the quality score data had not been visible to advertisers. The launch of Yahoo’s new interface prompted Google to allow access and the ability to its users to view an individual keyword’s quality score. The fact that Google is following Yahoo’s lead for a change is interesting because Google is usually at the forefront of new innovations. Within the Adwords program, Google’s quality score rating can now be displayed as an optional data metric. To read more on Google’s new quality score rating, click here.