Minimum Bids And Inactive For Search No More
Google AdWords has announced the introduction of three quality score improvements in its pay per click platform. The changes include dynamic, real-time quality scores for keywords, a removal of the “inactive for search” label on low-bid keywords, and the replacement of minimum bids with “first page bids.”
The following are some screenshots of the new quality score changes, photo credits belong to The PPC Book:
Quality scores will now be calculated at the time of the search query, which means that different queries that would normally trigger the same keyword will now have distinctly calculated quality scores based on the location of the searcher and other variables. All this is done in an effort to increase relevancy for both searcher and advertiser.
This dynamic calculation of quality score allows Google to rescind the “inactive for search” keyword tag, so even keywords with very low bids (when compared to quality) can be shown, albeit in less competitive locations.
Additionally, in an effort to help advertisers know with more certainty where their ads will be showing, AdWords is removing the minimum bid metric and adding a first page bid metric. Now advertisers will be shown what bid is required to show up on the first page of search results, giving them a more accurate picture of their ad placement with their current budget/bid.
AdWords is rolling out these updates slowly, but all AdWords advertisers are expected to see them in place shortly.
James: I hypothesized about quality scores being dynamic back in January 2008…I haven’t noticed and I don’t expect to see any abnormal changes with our client accounts as they relate to their quality scores in the coming month or two because I am confident this has been going on for quite some time. I believe AdWords is simply becoming more transparent but I have no way of confirming that. I was simply noticing a ‘test’ or some sort of long tail abnormality given the unique query.