Google Improves AdWords' Scoring System

thursday 15 february, 2007

Google has announced plans to update its ad quality scoring algorithm. The search giant has been rethinking ways to address the concerns of advertisers over transparency, while at the same time increasing quality for users. And now it seems the path towards a solution has been established.

"This is a change to the algorithm itself, updating what we call 'prediction confidence' to improve the accuracy in determining quality score in cases where we have less data," stated Nicholas Fox, senior business product manager for ad quality.

The quality score algorithm has been modified to set minimum bids for keywords common to users, thus discouraging low quality advertisers from even entering the auction. When the company has less data on the keyword, the minimum bid is lowered until more data is acquired.

On the transparency side, however, Google will establish quality labels on keywords, such that advertisers will know, based on Google data, if the keyword they are bidding on is either "Great, Ok or Poor," the general rating they will assign as a quality label. This should help advertisers adjust smoothly to the new changes.

"Advertisers have asked us to provide more transparency into the process, and now we're able to provide that visibility," Fox said. "This is the first step of many in that direction that you'll see in the next few months."

And it is just this type of flexibility that can help Google maintain a lead on ever-approaching competitors.

Source: iMedia Connection