In a move which they hope will be of huge benefit to advertisers, Google have unveiled two major changes to their AdWords interface.
Firstly, they intend to offer three additional components to the quality score and secondly, they have introduced account labels to improve the ease of grouping together keywords, ads, ad groups and campaigns.
Speaking about the changes, Jonathan Alferness, the direction of product management at Google said “This is going to give advertisers a deeper look into where they might spend more time focusing and optimizing,”
Quality score is one of the most important tools for marketers, advertisers and the firms which employ them to online-market their websites. They give a clear indication of how relevant and how well seen keywords will be and enable the proposed keywords to be changed if necessary. The changes will allow uses to see their proposed keywords being ranked as “average” “above average” and “below average”.
From this, it is hoped that they will be able to get a much better indication of how the keyword is likely to perform in the “real world” and make any changes they need to before they run with a particular keyword or SEO strategy.
Alferness commented that although it was difficult to “quantify the impact it may have on Quality Score improvements, feedback from marketers had been positive.”
The theory behind labels is that they will help advertisers group and compare elements of a campaign which could not traditionally be grouped together. For example, ads and keywords might be an integral part of a campaign but might “live” in different parts of an account.
However, adding a label which dragged them all together and allowed them to be seen and compared at the same time could enable the marketer to assess how they worked separately and together. This could also allow different labels to be trialled for a better idea of their effectiveness.
This new technology is likely to be rolled out to advertisers very shortly and all eyes are on Google to see how it performs and the effect it has.