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November 09, 2006

Google AdWords Incorporates Landing Page Quality into Pricing

posted by MR WAVETHEORY at 11/09/2006 03:52:00 AM
Google AdWords has incorporated the landing page quality into the quality score for an ad. Google Inc. (Nasdaq GOOG) invited relevance and the quality score of an ad determines relevance of an ad. It also determines the price the advertisers pay per click. Better landing pages = better prices for the advertiser. I suspect this is geared towards weeding out affiliates that buy lots of keywords and are doing keyword arbitrage.
We know that you’ve worked hard to create quality content for your sites, and that you look for the same quality in the ads you’re displaying. That’s why we’re happy to let you know about a change in AdWords that will improve the quality of ads.

Recently, we have begun incorporating the quality of an ad's landing page into the determination of what ads appear on your site. The quality of the ad's landing page now affects the Quality Score that the ad receives -- this score helps to determine the amount an advertiser must bid to appear on your site. The lower the Quality Score, the more "expensive" it is for the advertiser to show up on your site. As a result, you should see fewer ads on your pages which lead to low-quality sites.

And what defines low quality? We've published a general set of landing page and site guidelines. We encourage advertisers to offer relevant, substantial content so that visitors can find what they are looking for when they click on ads. Ensuring that the ads that appear on your site are high quality is an important part of our efforts to make sure that we provide the best experience for your visitors.

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