Google Changes Adwords Landing Page Quality Requirements

If you’ve been involved in Google’s PPC program as either a publisher or an advertiser, you know that the Adsense and Adwords programs have underwent a number of changes over the past 3 years to improve performance for all parties involved.

Yesterday Google announced that they’ve made some changes in the Adwords program that will improve the quality of Google ads being displayed on your website.

How will these changes affect you?

If you’re an advertiser that has a “low quality landing page” that doesn’t really offer what the searcher is looking for or your site offers primarily other ads, you can expect to pay more for your PPC campaign.

This is now referred to as a Quality Score. An advertiser with a higher Quality Score can expect to pay less per click than an advertiser that has a lower Quality score. Advertisers with a higher Quality score can also expect more clicks than one with a lower Quality score. These changes could influence a websites conversion rates and the amount of traffic delivered from Google’s advertising program.

If you’re a a publisher, these changes could affect the number and quality of advertisers that are displayed on your site and subsequent revenues generated from clicks.

It will be interesting to see how these changes affect advertisers that are running arbitrage and other underhanded advertising campaigns for scrapers and other low quality sites. I’m guessing that Google is trying to “shake out the loose hands” to improve their advertising program for everyone involved. The advertisers, the publishers and the searchers.

Overall this sounds like a great quality initiative on Google’s part that will strengthen their position in the online advertising market.

What are your thoughts on these changes?

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