Google Changes How AdWords Quality Score Is Reported (but not how calculated)

Google AdWords LogoFor those of you using Google AdWords to drive quality, self-qualified traffic to your websites, Google has yet again made some changes that will impact you. Google’s announcement on July 26 caused a bit of a stir by the time the news got passed around and across Social Media. Unfortunately, some tweets and blogs reported that Google had changed how the Quality Score was calculated. Google did not make that statement. They said, “It does not change how Quality Score is calculated in real-time for each auction, and thus won’t have any direct effect on your ad performance.

So what is different and what should you do? The Google AdWords reporting is supposed to help you better manage your AdWords campaigns. Now, “your reports more closely reflect the factors that influence the visibility and expected performance of your ads.” How does that happen? Google is tying your reported “Quality Score more closely to its three key sub factors — expected click-through rate, ad relevance, and landing page experience.”

What has not changed is the importance of ad relevance (keyword) and landing page experience (again, read keyword relevance). Nothing new here. When you pay attention to relevance, Google AdWords delivers extremely well.

Bonus Reminder: When you pay attention to relevance on each of your pages, Google’s organic SERPS (Search Engine Results Page) rankings will deliver nicely for you as well.