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Adwords Quality Score now includes rating of Landing Page

"looks at the content and layout of the pages linked from your ads"

     

whoisgregg

11:16 pm on Dec 8, 2005 (gmt 0)

WebmasterWorld Senior Member whoisgregg is a WebmasterWorld Top Contributor of All Time 10+ Year Member



From Inside Adwords [adwords.blogspot.com]:
In August, we introduced the Quality Score along with the launch of quality-based minimum bids, letting you know that we evaluate many factors, such as your ad text and clickthrough rate (CTR) to determine the minimum bid for your keyword. Today, we started incorporating a new factor into the Quality Score -- the landing page -- which will look at the content and layout of the pages linked from your ads.

Guidelines for landing pages [adwords.google.com]

soona99

3:12 pm on Dec 21, 2005 (gmt 0)

10+ Year Member



Could it be that the queries to Adwords reps are less than one percent because we know from past experience that the Reps either (1)don't have a clue what we're talking about or (2)know and don't care.

I know it's a complete waste of time to sit on the phone complaining about this. Nothing will change. Just like the last time they walloped us. I've spent the last three days loading ads onto MSN ppc with good results.

webpublisher

3:51 pm on Dec 21, 2005 (gmt 0)

10+ Year Member



I was contacted by a Google rep this morning and they took the time to explain exactly what I wanted to know about the landing page filter. I would advise all those concerned to work with their rep towards an understanding of what Google are looking for.

heyday

3:57 pm on Dec 21, 2005 (gmt 0)

10+ Year Member



So..... what did they say....?

vphoner

3:59 am on Dec 22, 2005 (gmt 0)

10+ Year Member



This whole thing that Google is doing is alienating its bread and butter customers. Eventually this thing will blow up in their face. Its a shame because before the changes, it was somewhat predictable to do your advertising. And I am talking about before the changes this summer. The latest fiasco is just another untested beta that we are all suffering with.

What google must understand is that many of us rely on our advertising for our livelihood and to not have ANY dependability or clue as to what is happening (a black box) is extremely bad for those advertisers. I think this whole black box thing has to be re-evaluated. I see some high value words virtually un-advertised because they ask for $10.00 for a bid.

I have words that I previously bid before the summer, now I can't even touch. Its no longer profitable there. I can't see how anyone can profit from these outrageous new charges that have no logic.
Without logic, there is no predictability. Without predictability you might as well go to the casino, because you can't run a business without DEPENDABLE advertising.

I am extremely unhappy with the tweaks, even going back to this summer. Especially the minimum bids, which are insane for many words. Lets hope this reverse this fiasco.

Elric99

11:54 am on Dec 22, 2005 (gmt 0)

10+ Year Member



This is another pointless, confusing and unnecessary update. I am not a happy customer.

netmeg

3:50 pm on Dec 22, 2005 (gmt 0)

WebmasterWorld Senior Member netmeg is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month



But maybe the bread and butter clients are actually the ones who will pay whatever it takes. Most of mine are like that.

metakomm

4:06 pm on Dec 22, 2005 (gmt 0)

10+ Year Member



The way google does this kind of stuff seriously makes me forget I'm a paying customer. I think google owes more respect to it's customers when it comes to things like .05 keywords going to $5 keywords overnight, especially if they were successful keywords.

I had a question for my rep that was asked at the beginning of the week and she promised to call back. I still haven't heard from her. Thanks google.

vphoner

9:48 pm on Dec 22, 2005 (gmt 0)

10+ Year Member



I have a question. Suppose I have an AD CAMPAIGN, and I have two ads in it. One ad goes to one general web page, the other one goes to a laser page (one that is very specific). Will one ad show up better and get better adwords pricing than the other? How would this work since Adwords has two ads to evaluate for the same set of words?

Kristinacy

10:09 pm on Dec 22, 2005 (gmt 0)

5+ Year Member



Just an update as I am one of those that has been affected by the sudden change in bid prices... I have been back and forth with google and their supposed 'techinical specialists'. They say my keywords are fine, my CTR is fine, my landing pages are "just what we are looking for" (that is a direct quote), and yet I have had to shut down my entire google campaign because I am not willing to pay $10 for a click. This is a website that has done well for over a year, with valid products and links. I actually did turn one keyword on at $10 and clicked on it to see what would happen. No surprise, I paid google $10! So, there are many more fish in the sea and Yahoo/MSN will now be getting $100 a day from me instead of google. Roll with the punches I guess.

Israel

3:27 pm on Dec 23, 2005 (gmt 0)

5+ Year Member



So..... what did they say....?

Looks like Webpublisher ain't telling ;)

Israel

webpublisher

6:42 pm on Dec 23, 2005 (gmt 0)

10+ Year Member



The long and the short of is that Google want EXCELLENT content. It isnt so much about the keywords used in the ad and on the landing page, google's prime concern is that the visitor ends up on a page containing unique first class content.

Landing pages are visited regularly so any new content should be recognized quickly - if not google recommend you contact them.

If you have a series of bids that have gone from say $0.05 to $10 I would suggest you look at these pages and work on creating a truly superb page. If you believe there is no way your page can be improved I would suggest calling your rep.

I was reminded that searchers on google are typically looking for unique INFORMATION , if your landing page presents ads, affiliate offers, links to merchants they are in a sense not getting the best experience . Of course if you have EXCELLENT content then this will out weigh the merchant links. Its about getting the balance right, always remembering the visitor 's experience is paramount.

If you are one of many ads all leading to a similar landing page that pretty much has links to the same merchants, be it an affiliate, straight link or adsense link, you will see higher bids. The bottom line is they want a good user experience - they shouldn't be wasting their time clicking on say five ads for one keyword only to find the same merchant. This isn't good for the visitor or google, they run the risk of the visitor not returning .

Obviously if you are an ecommerce merchant selling your own products and find you are now faced with high bids, I can only recommend you contact your google rep.

I hope this helps.

gopi

6:57 pm on Dec 23, 2005 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



Webpublisher , Did they said how they will be evaluating the landing page quality - with bots or manual review?

webpublisher

7:11 pm on Dec 23, 2005 (gmt 0)

10+ Year Member



I believe its bots, it was sort of implied. i didn't ask directly. If you aren't happy after say a week I would call them.

Overture have always reviewed pages and I guess this is Google's way of maintaining a high standard.

gopi

7:28 pm on Dec 23, 2005 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



Thanks webpublisher, My rep was sorta tight lipped regarding this :)

Israel

1:06 am on Dec 24, 2005 (gmt 0)

5+ Year Member



It sure does help, Webpublisher.

Was only joking with you about keeping it to yourself, BTW.

Israel

DynamicNiches

1:10 am on Dec 24, 2005 (gmt 0)

5+ Year Member



My rep confirmed that it is a robot similar to there organic search bot (but a different algo of course). I asked her if it was the Googlebot and she kind of paused a little and said no - not really and then explained to me how the robot worked.

So whatever that was suppossed to mean.

webpublisher

2:22 am on Dec 24, 2005 (gmt 0)

10+ Year Member



To add to what I said before. I have a number of sites having been in this game for many years. I now look back and think it might have been better to have reduced the number of sites and consequently have a greater overall quality. It is always difficult to predict the future and in a way I have no regrets because google has allowed me to successfully market my sites for a long time.

I now though have to take stock and realise that ultimately my sites will suceed in google seo and adwords if I keep the visitor's experience at the fore front of my mind. It will take some time going from good to excellent content but it will be worth it.

I openly admitted to my rep that some of my sites are better than others and in an ideal world they would all be ones you would bookmark without hesitation. But following our chat I felt that if I followed their advice I can return to my google adwords glory days.

There is to room for tricks and sub standard content. Talking to my rep, reading Matt Cutts and taking note of things said at PubCon has driven home the fact that Google are so on the ball-it's unbelievable .

I was looking back yesterday to the days when I first used Goto, thinking how things have changed - more importantly how I have adapted. Can you imagine where adwords and ppc will be in a years time. It seems to me that great sites with unique content are critical to my long term success. Anything else might be profitable short term, but unlikely to keep ahead of google's efforts to list only worthwhile sites, be they seo or adwords.

<minor cleanup>

[edited by: tedster at 11:41 pm (utc) on Dec. 26, 2005]

heyday

2:32 am on Dec 24, 2005 (gmt 0)

10+ Year Member



This is a nightmare.....

We were getting 1,200,000 impressions a day just a few weeks ago...

Yesterday we had 200,000

We have not changed anything in our account. Our landing page is VERY relivant to our keywords and our offer.

This is bad and needs to be fixed....

heyday

EarWig

8:35 am on Dec 26, 2005 (gmt 0)

10+ Year Member



heyday

Then do as advised here in WW

Contact Google direct and request their assistance

EW

metakomm

9:42 pm on Dec 26, 2005 (gmt 0)

10+ Year Member



It would be nice if my google rep could answer my question about misspelled keywords. That seems to be my biggest problem. Even though in the past I have had double-digit CTRs on certain misspelled keywords, some have gone to $5 and $10 a click. How the hell do you mix in misspelled keywords and deliver high quality content surrounding misspellings?

I guess I have to call and hound my rep for not calling me back with advice :/

sailorjwd

12:40 pm on Dec 27, 2005 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



So now we have to optimize for search and for adwords - I guess they are pretty much one in the same.

However, if G search liked my pages then I wouldn't need to use adwords, at least not nearly as much.

Too bad they can't fix phantom supplementals and canonical problems. If they could then I'd be back to spending 1/4 of what I'm spending now.

eWhisper

2:43 pm on Dec 28, 2005 (gmt 0)

WebmasterWorld Administrator ewhisper is a WebmasterWorld Top Contributor of All Time 10+ Year Member



So now we have to optimize for search and for adwords - I guess they are pretty much one in the same.

If you do a lot of PPC and SEO, I'd recommend a totally different strategy of using the same pages for both PPC and SEO.

With SEO, there are certain things you must do to a page for bots that you don't have to do for PPC.

With PPC, you can control the elements of a page strictly for conversion purposes.

Duplicating several pages of a site, and disallowing them from being crawled (no dup content penalties - you don't care if these pages rank, you're driving traffic to them from PPC) can be much more effective from a conversion/effective strategy standpoint.

If you have good content, the new algos for landing pages aren't really going to effect your ad prices. Conversions are still the key to a successful campaign.

robjones2

6:38 am on Jan 2, 2006 (gmt 0)

10+ Year Member



I have multiple ad groups all of which go to a single home page.

I have PHP script on my home page which takes a parameter passed by the Adwords URL to then display a paragraph or 2 of theme-specific text.

eg.
if theme1
<text related to theme1>
if keyword2
<text related to theme2>

so my question is will this affect my landing page relevancy?

minli98

4:37 pm on Jan 2, 2006 (gmt 0)



I have a similar question to RobJones'. I have one landing page that redirects (server-side redirection) to different pages depending on the campaigns/key words used by the users. This landing page also allows me to log what keywords used to get to my site.

Will this redirection affect my page's quality score?

Regards,
Min

inbound

6:43 pm on Jan 2, 2006 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



To RobJones2 & Minili98,

In response to your questions, we have 30,000 adverts showing for a single page that use the querystring to pass the targeted keywords, the page then queries our database to build the specific page. Although there are no redirects it will have the same effect as your set-ups. We have experienced no problems with this approach.

We can't be sure but we think it has in fact helped with CTR through higher ad positioning. As we also run a campaign in the same business category (in a different part of the UK) that just sends people to the homepage of the client I have comparitive stats that show their CTR staying stable whilst ours have increased by around 50%! The client should have considerably higher CTR than us as they pay more and have a better story to tell in their adverts, but we are now around the same CTR.

It looks as though the quality score is pushing sites with on-topic landing pages further up. Clearly anyone with an eye on ROI will have good landing pages anyway but it should help get rid of (or reduce the impact of) the speculative ads that you see all over the place.

SFReader

9:01 pm on Jan 2, 2006 (gmt 0)

5+ Year Member



Adwords just required that I double my bid on another keyword phrase. My landing page is the number 3 result in the Serps for that phrase/.

Keith

robjones2

6:45 am on Jan 3, 2006 (gmt 0)

10+ Year Member



Thanks for that inbound, and I've also implemented AWA's earlier advice too.

Now I suspect that Adwords may be checking landing-page content real-time, as since I've implemented the dynamic theme-specific text using PHP, my CTR has shot-up progressively within hours!

Or could it be a co-incidence that I made the changes immediately before it was about to do a scheduled check anyway?

Secondly, I've updated (added) new ads that actually incorporate the main keywords in the ad text. That may also have contributed to the increased CTR.

sore66

8:16 am on Jan 3, 2006 (gmt 0)

5+ Year Member



"So now we have to optimize for search and for adwords - I guess they are pretty much one in the same."

Not really, I have to PAY for adwords. I was jsut getting to where I was going to invest in adwords.

If Google quickly approves my landing pages (the sponsors' home page/I am an affiliate), and I can find keywords at a reasonable 10 cents or less bid, then Google has a paying customer.

If I have to do much more than that, I may as well continue to optimize on the organic side.

Are you listening, oh great and wonderful Gooooog?

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