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AdWords Updates Quality Score Reporting

google-adwordsGoogle announced on Friday that it is working to improve the quality of its AdWords product by updating its quality score process.

In an Inside AdWords post we are told

As part of our ongoing efforts to help improve the quality of our ads, we’re announcing an update that changes how each keyword’s 1-10 numeric Quality Score is reported in AdWords. Under the hood, this reporting update will tie your 1-10 numeric Quality Score more closely to its three key sub factors — expected clickthrough rate, ad relevance, and landing page experience. We expect this update to reach all advertisers globally within the next several days.

That next several days means that most, if not all, AdWords users will see this update this week.

For pay per click advertisers, making sure you appease Google in every possible manner that they outline is critical for success. Paid search guidelines handed down by the search giant are generally not the kind of thing advertisers ‘color outside the lines’ with as a rule. Any information that can be given that provides a glimpse of what happens ‘under the hood’ can mean the difference between a good and a great campaign.

The post continues

We’re making this change so that the Quality Score in your reports more closely reflects the factors that influence the visibility and expected performance of your ads. We hope that providing you more transparency into your 1-10 Quality Score will help you improve the quality of your ads.

Please note that this is only a change to how a keyword’s 1-10 Quality Score is reported. It does not change how Quality Score is calculated in real-time for each auction, and thus won’t have any direct effect on your ad performance. So unless you have automated rules tied directly to your reported 1-10 Quality Score, your ads should continue to behave as they did before.

So don’t expect any change in your scores as a result of this update. It’s only about reporting how those scores are determined. The point here is to know that you can now make changes moving forward with a little more certainty as to what exactly Google requires for optimal results.

Hey, it’s not like they are giving advertisers the keys to the castle but it’s a lot better than being left in the dark to guess. Ultimately, the hope is that as advertisers improve their efforts, the real customer – those conducting searches and looking for answers, will get better results. In that scenario it’s win-win-win.

We could use a few more of those, right?