So Google made a few major updates this last weekend to AdWords. I manage several different accounts, so I’ve seen first-hand what kind of impact this has had.
First of all, they updated the AdWords Editor – a great tool, by the way, I highly recommend it. You can find it here: AdWords Editor. But yeah, they made a few tweaks, in particular I noticed changes to the Campaigns tab. You can now affect the ad schedule from here, location changes, so forth. And if I remember right, the “Keyword Opportunities” option in the Keywords tab is new, as well. It’s the Google machine offering suggestions on keywords that might be relevant to your ad group.
The other big change I saw was Quality Score. The Quality Score on a lot of my keywords dropped. In some cases, heavily. Google is getting tighter when it comes to looking at relevance between keywords, ads, and landing pages. In particular, the landing page. The average QS used to be around 7, you had to be pretty far off to drop much below that.
Well now I’m seeing an average closer to 5, and only very relevant pages are getting 7 or higher. A page has to be completely relevant and contain a lot of solid info (as well as be on a high quality site) to get a 9 or 10 now.
Not sure how this will affect advertisers, but it may be interesting to watch. It does mean that I’ll have to be a lot more careful with the quality of pages I point my ads to. I recommend you do the same.