AdWords Makes Changes to Improve Relevancy
I got an email this morning from Google telling me about changes they're making to improve relevancy of Adwords ads. Here's an excerpt from the email explaining what they're up to:
Hello from the Google AdWords Team:
In the next few days, we'll introduce the first in a series of ad quality improvements designed to provide the most relevant, targeted ads possible. By focusing on ad relevancy, we'll help our users find the products and services they're looking for, encouraging them to return to your AdWords ads again and again.
What is changing
Our ad quality improvements will help us be more precise in identifying the most relevant ads for a particular query, which may mean more clicks for some ads and fewer clicks for others.
For example, an advertiser specializing in Alaskan cruises may have selected cruises (broad-matched) for their campaign. Previously, this keyword may have been disabled due to poor performance on more popular queries such as Hawaiian cruises. Instead of disabling all broad match variations of cruises, we will now show this ad for specific query variations that are more relevant to the ad, such as Alaskan cruises.
Seems like a good idea to me, as long as it works like they say it does. As an advertiser I won't be paying for irrelevant traffic and I also won't get keywords deactivated as easily. How accurate is their system for determining relevancy? And what kind of effect will this have on the cost and effectiveness of Adwords? That remains to be seen.
Hello from the Google AdWords Team:
In the next few days, we'll introduce the first in a series of ad quality improvements designed to provide the most relevant, targeted ads possible. By focusing on ad relevancy, we'll help our users find the products and services they're looking for, encouraging them to return to your AdWords ads again and again.
What is changing
Our ad quality improvements will help us be more precise in identifying the most relevant ads for a particular query, which may mean more clicks for some ads and fewer clicks for others.
For example, an advertiser specializing in Alaskan cruises may have selected cruises (broad-matched) for their campaign. Previously, this keyword may have been disabled due to poor performance on more popular queries such as Hawaiian cruises. Instead of disabling all broad match variations of cruises, we will now show this ad for specific query variations that are more relevant to the ad, such as Alaskan cruises.
Seems like a good idea to me, as long as it works like they say it does. As an advertiser I won't be paying for irrelevant traffic and I also won't get keywords deactivated as easily. How accurate is their system for determining relevancy? And what kind of effect will this have on the cost and effectiveness of Adwords? That remains to be seen.
posted by Dave @ 10:12 AM
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