Hiconomics

The Google blog reported a few changes to Quality Score and minimum bids… last week. Google refers to them as improvements…
- A more accurate quality score… and more real-time. This just adds another layer of ambiguity to Google’s quality score formula.
- Keywords no longer market ‘inactive for search’…  I think in reality this will not impact much as the quality score will be so low the chances of showing are still very low.
- First page bid… I think this is quite helpful. I attended a usability presentation the other day that stated 0% of users in the focus group moved onto Page2. They preferred to re-build their search query to be more specific depending on what results they got from their first query… (the industry was online travel and the keywords related to both flights and hotels).

Google provides an example of how the real-time quality score will work:

Nancy’s Dairy advertises on the keyword ‘milk.’ Nancy’s ads perform better on the keyword ‘milk’ in the U.S. than in Canada. Her ads also perform better on the query ‘milk delivery’ than on ‘milk,’ and better on certain search network sites than on others. Instead of one static Quality Score and minimum bid that determines whether the keyword ‘milk’ is eligible to trigger an ad for all search queries, we will now determine eligibility dynamically, based on factors such as location, the specific query, and other relevance factors. For that reason, Nancy’s keyword ‘milk’ will be able to trigger an ad for search queries where it’s likely to perform better, i.e., in the U.S., on ‘milk delivery’ and on certain search network sites.

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