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:
“Since I do purpose to marry, I will think nothing to any purpose that
the world can say against it; and therefore never flout at me for what I have said against it; for man is a giddy thing, and this is my conclusion.”
—William Shakespeare (1564–1616)
“All men are lonely. But sometimes it seems to me that we Americans are the loneliest of all. Our hunger for foreign places and new ways has been with us almost like a national disease. Our literature is stamped with a quality of longing and unrest, and our writers have been great wanderers.”
—Carson McCullers (1917–1967)
“And there’s a score of duchesses, surpassing womankind,
Or who have found a painter to make them so for pay
And smooth out stain and blemish with the elegance of his mind:
I knew a phoenix in my youth, so let them have their day.”
—William Butler Yeats (1865–1939)