Google to Roll Out AdWords Quality Score Improvements

The team at Google AdWords has announced that they will be rolling out improvements to Quality Score in the coming weeks. There are three major improvements to expect:

  • Quality Score will now be more accurate because it will be calculated at the time of each search query
  • Keywords will no longer be marked 'inactive for search'
  • 'First page bid' will replace 'minimum bid' in your account

Google gave an example of how the improvements all work together:

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.

The updates will be rolled out to a few users in the coming days before they're rolled out to everyone. Also, Google is hoping to update AdWords Editor and the AdWords API to support first page bidding, but for now, it still just supports minimum bidding.

What do you think of the announced improvements? Give us your reaction in the comments.

Related Reading:
Google Sheds Light on Ad Quality Score
Quality Score Now Affected by Landing Page Load Time

About the author

Nathania was a Search Engine Watch news correspondent from 2008 to 2010. Before that, she held positions as Senior Editor at Bold Interactive and Search Marketing Copywriter at Fortune Interactive.