Two major changes in calculating Quality Score

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Google has announced the two major changes in calculating quality score. It’s the right time for Advertisers to review their campaign and get ready for holiday season. These changes may affect your spend, Ad position and Ad performance.

Minimized the influence of CTR (Click through Rate) in Quality Score calculation:

As all we know, CTR plays significant role in quality score calculation since it directly indicates which ads are most relevant to the searchers. It’s obvious that CTR will be high for the top ranked ads than ads in low positions, because ads in high positions are more visible to searchers.

So now the influence of ad position in CTR has been taken out from quality score calculation. So, now we can get the actual quality score for our ads.

Higher quality ads above the search results:

Google is concentrating to show the exact high quality ad in yellow color background above the organic search results. This ad will be more visible to searchers than any other, so Google adds some extra variables for this calculation.

To appear above the search results, ads must meet a certain quality threshold. Before this update, If the Ads with the highest Ad Rank (Which is ranking top at right side in SERP) didn’t meet the quality threshold, Google wont display ad above organic search results.

In this update, if the ad in first position on right side doesn’t have a high enough Quality Score to appear above the search results, but the ad in second position does (Quality score is not only the component to calculate Ad rank. Ad rank = Quality Score * Ad Bid). It’s now possible for the number 2 ad to jump over the number 1 ad and appear above the search results.

This update will help advertisers to get more quality clicks for their exact keywords!

Note: This updates are not yet live but we can expect soon.