Purpose Behind Quality Score
The major search engines have each independently implemented efforts to maintain and improve the quality of ads listed on their sites. The primary reason for this is to improve the experience of users who click on sponsored links. It is reasonable to assume that users who have a great experience when clicking on ads will click on them more frequently, thus increasing advertising revenues for the search engine.
In addition, Google chose to introduce variable minimum bids at the same time as it introduced Quality-Based Bidding. On the surface, this new feature allowed advertisers to bid as little as $0.01 to have their ad shown. However, in some cases advertisers found their minimum bids for some ads were raised to as high as $5.00 or $10.00. By implementing variable minimum bids Google created a mechanism whereby the company could set different minimums for different advertisers for the same keyword, and potentially increase the average minimum bid without the advertising community as a whole being made aware. Furthermore, by raising minimums bids, Google could test each advertiser's ability to pay these increases, thus increasing competitiveness within the auctions and extracting maximum revenue from each advertiser.
Read more about this topic: Quality Score
Famous quotes containing the words purpose, quality and/or score:
“Our policy is directed not against any country or doctrine, but against hunger, poverty, desperation and chaos. Its purpose should be the revival of a working economy in the world so as to permit the emergence of political and social conditions in which free institutions can exist.”
—George Marshall (1880–1959)
“One is conscious of no brave and noble earnestness in it, of no generalized passion for intellectual and spiritual adventure, of no organized determination to think things out. What is there is a highly self-conscious and insipid correctness, a bloodless respectability submergence of matter in manner—in brief, what is there is the feeble, uninspiring quality of German painting and English music.”
—H.L. (Henry Lewis)
“I have a Vision of the Future, chum.
The workers’ flats in fields of soya beans
Tower up like silver pencils, score on score.”
—Sir John Betjeman (1906–1984)