Google is planning changes for its AdWords Quality Score. First of all, they will let us see the Quality Score. A mail to the same effect was received by Shimon Sandler. The mail read that:
we’re making improvements to the way that we evaluate the Quality Score to set minimum bids for keywords. First, we will be launching an optional Quality Score column to provide you with more transparency into the Quality Score for your keywords. Second, we made improvements to the way that we evaluate the Quality Score for all keywords. This change will allow us to more accurately set minimum bids for keywords where the system does not have a significant amount of data.
Andy Beal picked up the details from Google’s Nick Fox, Senior Business Product Manager for Ad Quality. He reports that Google is planning two major updates:
1. The addition of a new column in AdWords campaigns, showing the Quality Score which will "improve transparency" and “make it easier to understand the quality score.”
2. A change to the Quality Score algorithm – This is where google is expecting major dissatisfaction from the advertisers as this will affect large number of keywords.
Now, this is certainly not a surprise move. The Googlerblogs had announced the changes last week. As per the Quality Score column, it said that:
You can select this column by clicking 'Customize Columns' in one of your ad groups (selecting this will also automatically populate the column for all other ad groups within that campaign). Use the quality label to get a quick overview of the quality of your keywords, or look at the minimum bid for a granular understanding of your Quality Score. Remember, the lower the minimum bid is for a keyword, the higher the Quality Score, and vice versa.
As per the algorithm changes there a few indications too. The blog said that the changes "will make it easier for high quality ads to enter the auction while also discouraging low quality ads."
First, we're improving the way that we set minimum bids for keywords where we have limited data. Second, we're improving the Quality Score algorithm to make it more accurate in predicting the quality of all ads. This will improve the overall quality of ads that we serve by lowering minimum bids for high quality ads and raising minimum bids for low quality ads.
The new data is expected as soon as tomorrow afternoon. However, Fox says that “bulk of the impact will be on keywords not driving traffic.” He also adds that “more benefit of the doubt, when data is not available,” which could mean that for some keywords bid can actually go down. However, the cumulative effects can't be predicted until the details of algorith changes are out.