First Page Bid Quality Score Formula

March 21, 2009


In our previous post, in which we alleged that the quality score landing page relevancy accounted for only about 5% of the weight…

We are now revising this statement…

  • This is still true for the general Ad Auction formula perhaps, as CTR and Structure are the main components.

However, based on a comment from @richardball :

“Keep in mind there are different Quality Scores for search: ad rank vs min bid… Landing page (relevancy) is a big factor when setting the min bid (now first page bid) but not a factor when calculating the ad rank.”

Based on our experiments, shown below, I agree with Richard.

In our experiment on a brand new account… with no history:

image

  • Although we had very tight adgroups, ie. good account structure and relevancy to Ads…
  • Keywords were all assigned an initial QS of 2, ie. Poor, along with a high First Page Bid: $5.00

We wanted to test the landing page relevancy as the possible cause of this “slap”…

  • We cloned the poor kws campaign and changed only the display and dest urls..
  • we chose a third party site, that ranked high in the organic listing, ie. very relevant to the kw

image

Conclusion: We saw a dramatic jump in quality score, from 2 to 5 and 6, and a dramatic drop in First Page Bid, from $5.00 to 30 cents!

This proves that First Page Bid, at least initially, is heavily affected by landing page relevancy, contrary to our previous post’s allegation.

Certainly not only 5% power, as we previously suggested. In this landing page test, we have shown an exponential increase in QS, and a 96% decrease in the First Page Bid price, as a result of ONLY changing the landing page. Landing page relevancy is indeed very heavily weighted in the initial keyword quality score formula, completely counter to our earlier post.

 

 

 

 

Add To Google Bookmarks Add To Del.icio.us Add To Reddit Add To Technorati Subscribe to RSS

2 comments:

OldMatt said...

Not sure if you've seen my related article (in which you get a namedrop!)...
First page bid is related to ad/landing page relevancy, but the indicated quality score is not - as I demonstrated with high volume keywords targeted to an irrelevant landing page via relevant/irrelevant ads http://www.search-engine-war.co.uk/2009/03/visible-quality-score-has-nothing-to-do-with-relevancy-at-least-initially.html

Hunter said...

That explains a lot that is happening in the account I inherited. Thanks.

Post a Comment

Related Posts Plugin for WordPress, Blogger...
x

Get Our Latest Posts Via Email - It's Free

Enter your email address:

Delivered by FeedBurner