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BizReport : Search Marketing : November 09, 2006
Google Changes Landing Page Scoring
Online marketers need to bring their landing pages up to speed – quickly – or face paying more in advertising costs. Back in July, Google said they would begin factoring in landing page quality to their search ad bidding algorithm. Now they are expanding the change to contextually targeted ads.
According to the AdWords blog, “those who may be providing a low quality user experience will see an increase in their minimum bids for Google.com and the search network and/or a decrease in traffic across the content network. In most cases, we expect that the higher minimum bids will cause the low quality ads and keywords to become "inactive for search."
The change won’t affect the ad rank, according to Google, but it will cause those with poor quality landing pages to pay more. No word what makes a quality landing page, but the company does say, “put yourself in your customer's shoes and closely examine what it is that leads you to explore and do business with a site rather than simply click the 'Back' button," according to "Andrew C.", product marketing manager for Ads Quality initiatives, on the Inside AdWords blog (via Clickz).
Google says they are focusing on landing pages in addition to ads because they want users to have good experiences through the complete buying process.
Tags: AdWords, Google, landing pages, search marketing
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Comments
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