Google to make real-time judgment of ad quality

From CNET Google plans to update its mechanism for ad quality scoring, a critical measurement that influences whether advertisements are placed next to search results so that judgments of ad quality are made immediately.

Google uses an auction system to determine which advertisers' ads are placed next to search results, but the winners of the auction are determined by more than how much an advertiser is willing to pay. Google also effectively raises minimum bid requirements for ads that don't meet its quality criteria, such as a good click-through rates or, in a newer addition, the speed at which an advertisers' Web page loads. But changes are coming to this system.

With coming updates, ad quality will be judged at the time a user searches, Google said Thursday on its AdWords blog. Google will begin testing changes with a small set of users "within the next day or two," before deploying the changes for everyone.

"We are replacing our static per-keyword Quality Scores with a system that will evaluate an ad's quality each time it matches a search query. This way, AdWords will use the most accurate, specific, and up-to-date performance information when determining whether an ad should be displayed," Google said. Previously, Google used a static measurement of quality in assessing whether to display an advertiser's ad for a particular keyword.

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