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.
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Famous quotes containing the words purpose, quality and/or score:
“Our purpose in founding the city was not to make any one class in it surpassingly happy, but to make the city as a whole as happy as possible.”
—Socrates (469–399 B.C.)
“Upon the whole, necessity is something, that exists in the mind, not in objects; nor is it possible for us ever to form the most distant idea of it, consider’d as a quality in bodies. Either we have no idea of necessity, or necessity is nothing but that determination of thought to pass from cause to effects and effects to causes, according to their experienc’d union.”
—David Hume (1711–1776)
“Women who are either indisputably beautiful, or indisputably ugly, are best flattered upon the score of their understandings; but those who are in a state of mediocrity are best flattered upon their beauty, or at least their graces: for every woman who is not absolutely ugly, thinks herself handsome.”
—Philip Dormer Stanhope, 4th Earl Chesterfield (1694–1773)