Google - Quality Scoring?
Wednesday, 08 March 2006
Yet again Googles !=logic continues to baffle me. I know i'm covering old ground but their Quality Scoring is so annoying.
Why shouldn't we be able to activate a keyphrase, which nobody else is bidding on without having to pay £2.75? Do they not understand that by baitballing advertisers towards a central ground of keyphrases with recommended pricing, they are not only reducing our ability to deliver ads for longtail searches which drops the ROI, but it also reduces the quality of the user experience on Google itself.
When 'Quality Scoring' Google look at:
- ad copy relevancy to the keyphrase (the keyphrase is in the ad)
- keyphrase relavancy to the site we're sending traffic to (the core content on the site relates to what we are trying to market against)
- Keyphrase 'CTR' history (we have never bid against it before, however there are over 500 searches a month on this keyphrase, so surely there is some history logged somewhere within Google?)
Please ditch recommended pricing.
Baitballing - what a cool name for it. At the same time that searchers are getting more sophisticated, long tail advertisers (ROI hunters) get herded into a middle ground, this bunching the bulk of searchers and advertisers together in a small area.
I'd hypothesise this is because: As the search engine users ability to find precisely what they want is reduced, they need to search harder, so click activity goes up and as the number of advertisers within that area increases average CPC goes up.
Posted by: Teddie | Wednesday, 08 March 2006 at 04:04 PM