It was refreshing to see that Quality Score is being embraced by all the major search engines. We seem to have gone full circle in search marketing. In 1999 we used to create incredibly granular search engine optimisation campaigns. A page for each keyword and unique meta tags for each page and that’s where we are again with Quality Score. Basically SEO best practice increases quality score. The difference of course is that if you overdo it in SEO it can flag a spam alert. While the main Quality Score Measurement is still landing page relevance is now factored into the mix. (warning, I am about to give ourselves a plug)This is of course great news for e-channel. We have put years into the development of Dynamic Creative to address this issue and will continue to do so. We have already commercialised the software and have a competed case study which shows the benefits of optimising Quality Score in a large paid search campaign. (end of plug).

I think that Quality Score enhancements will only increase user experience because it forces that advertiser to produce relevant advertising. Marissa Mayer, VP of Search Products and User Experience, Google said in her keynote session that they don’t differentiate between organic results and paid search results. Relevance will always be the primary goal for Google and its safe to assume that Yahoo and MSN agree. Now that universal search is gaining ground it will be interesting to see if and when Google introduce image ads into AdWords and how Quality Score will apply to an image ad. I am also curious to see how personalisation and Quality Score work together in the future and if a searcher past search behaviour is thrown into the mix. One thing is for sure. Quality Score is here to stay.

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This entry was posted on Thursday, August 30th, 2007 at 12:01 pm and is filed under SEM Stuff. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.