Google has taken the gloves off in the battle for Paid Search Advertising supremacy. After Yahoo!’s recent release of the long awaited Panama platform, Google has been busy releasing improvement after improvement to its AdWords platform.
We’ve seen three major improvements to the Google AdWords system recently:
AdWords Editor 3.0
Google has just released version 3.0 of the Google AdWords Editor. The tool, which helps AdWords advertisers manage their campaigns offline rather than through the web based interface, has been enhanced with a range of new features to make it more functional and time efficient.
While managing Google AdWords campaigns is still an arduous task, for those that manage their own pay-per-click campaigns, the enhanced offline editor removes many of the inefficiencies inherent with Google’s web based interface. The new editor allows for bulk campaign improvements and multi tasking which is more difficult with the web based version. For a full feature run-down, read eWhisper’s review of the Editor.
Quality Score Sharing
Google’s quality scoring for pay-per-click advertising was one of the major improvements to the AdWords program and set a precedent for the industry (see Yahoo!’s introduction of Quality Scores in Panama).
While the basis of Google’s Ad scoring was relatively transparent, failure to disclose the actual scores made it quite challenging for advertisers to improve their campaigns. Roll out enhancement II – disclosure of ad scores. Advertisers can now see their ad’s quality score in the web based campaign management interface and now have a better guide for optimizing their campaign performance.
Quality Score Algorithm Update
Google has just rolled out a change to its AdWords quality score algorithm.
According to a report last week:
“the goal of this change is to improve the quality of ads that we serve to our users by making it easier for high quality ads to enter the auction while also discouraging low quality ads.”
With the algorithm update, minimum cost per click rates for all ads will be re-calculated. The calculation will take into consideration historical performance of a given keyword, relevance of keyword to an advertisement’s copy, destination web page quality (landing page), and several more factors.
Early signs suggest that the changes to the minimum bid prices are causing grief for some existing advertisers. That said, over the long journey – it should allow high quality new advertisers to enter the market, and force lower quality existing advertisers to review their strategies.
With more improvements to AdWords scheduled for the coming months, the pressure has been placed squarely on other paid search advertising providers like Yahoo!, MSN, and ask.com to keep up and constantly look at evolving their own platforms.