In its attempt to provide for the best user experience, Google is now rolling out a new algorithm that will give more consideration to landing page quality when it comes to AdWords Quality score. This new algorithm has been quietly tested in Spain, Portugal, Brazil and other parts of Latin America.
What Is New?
The new algorithm that Google will roll out focuses on landing page quality, as it is aimed at a better and relevant user experience. In other words, those landing pages that Google thinks are highly relevant to the search query will get higher ranks for lower cost-per-click bids.
As Google says, “August, we announced trials in Brazil, Spanish-speaking Latin America, Spain, and Portugal1that increased the weight given to relevance and landing page quality in determining Quality Score and how ads are ranked on Google. The goal was to improve the user experience with search ads. Based on the results we’ve been seeing, we’re now rolling these changes out globally over the coming weeks.”
What Will Happen Now?
It goes without saying that this tweak in the AdWords will impact quite a few campaigns. There will be variations in keyword quality scores and typical ad positions. However, Google is assuring that things will be stable within a couple weeks, and most campaigns will not feel any remarkable or worth noticing alteration in their performance. This means that PPC campaigns with good ads for user queries will get high quality scores, as usual, along with benefits like lower average cost per click and higher position on results pages. You can continue to know your 1-10 quality score in the AdWords interface, as it represents the general quality of your keyword, when the keyword matches a search exactly. Also, the bid and Quality scores increasing, will ensure a rise in Ad Rank.
In the case of Google AdWords, prior to this update, the landing page quality has often meant trouble for the site. This is because if the landing page was really horrible, or misleading, the ads were rejected or as a form of more serious punishment, their accounts were suspended or revoked.
With the new algorithm, landing page quality will seem as an incentive to advertisers. The advertisers will want to ensure the best Ad well as the landing page, so that they get a chance to rank higher.
The quality of landing pages will be determined by Google by crawling the landing pages associated with every ad and make a determination as to its quality.
The Parting Words:
According to Google, all they want is that the advertisers choose a landing page that is the most suited for the keyword query. That is why, this new algorithm update will make sure that that those sites that adhere to this requirement will find them in a very profitable position (at the top of search engine results).
So, to ensure that this AdWords tweak works for you, try landing your keywords to the most relevant pages of your site.