Google’s Quality Score Helps Determine AdWords Ad Delivery
January 17, 2007 by Gaman
There’s a feature in Google AdWords called Optimized Ad Serving and when this feature is enabled, Google will automatically display the better-performing ad more often as they want you to benefit from the ad with the better CTR.
However this behavior is not desirable when you are performing a test to find out which ad will perform better.
So you would want Google to show your ads equally so that you can compare their performance by disabling this option. To do so click on “Edit Campaign Settings” and uncheck the box that says “Enable optimized ad serving for my ads”.
However, in certain situation after you’ve disabled Optimized Ad Serving, your ads till don’t get shown evenly. What’s wrong?
One explanation – this might have to do with Google’s Quality Score.
AussieWebmaster has posted information in a Search Engine Watch Forums thread where a Google representative has told him that Google’s quality score helps determine the ad delivery.
Regarding the serving, this actually is a common question that we receive. The system tries to equally rotate ads but there are other factors that weigh into this rotation.
In your case it does look fairly even for the most part, however the system may be looking at the one ad as one with a less quality score than the other, thus not serving it as often.
Although you have it opted into rotate more evenly it isn’t guaranteed that the system will functionally work to an exact science. I know this isn’t the answer you were hoping for, but this is what we have been told by engineering!
If you want to know more about Google’s Quality Score check out Jonathan Mendez case study here.
[Via Search Engine Roundtable]