SES Chicago: “Ads in a Quality Score World”
|
Written By Kate Zimmermann | December 4, 2006 | Share This
|
|
Searchviews is in Chicago this week, blogging the annual Search Engine Strategies conference. I just sat in on my first session, “Ads in a Quality Score World”, where Reprise Media’s Josh Stylman was among the featured panelists.
The speakers spent roughly an hour discussing the basic history and function of Quality Score, to help decipher the ‘black box’ of QS’s ranking system. Said panelists, “the introduction of quality-based ratings into paid search has reduced the transparency of ad rank and minimum bid price”, thus “putting the M back in SEM”.
No longer a matter of bid management, QS evaluates the relationship between keywords, ad creative and landing page. Successful ads tie together each level of user engagement, from the initial search to the final conersion, to create an “end-to-end relevant experience”. The panelists speculate that, as Quality Score improves, Paid and Organic Search techniques will increasingly overlap. Whether or not organic variables will begin to affect paid ad ranking, however, remains to be seen. Panelists agreed that QS is still “in its infancy”, but will improve user experience as it develops into a “relevance-based” ad model.
“Ads in a Quality Score World” was moderated by Danny Sullivan, with panelists Jonathan Mendez, Josh Stylman, Andrew Goodman and Brian Boland. For more detailed notes on each panelist presentation, including notes from the following Q & A session, download THIS PDF
Related Articles:
- AdWords Quality Score Updates for Holiday Season
- AdWords Advertisers, Keep Your Eyes Peeled for New AdsBot
- Getting Creative: The Art of SEM Campaigns
Topics: Conferences & Events |