ClickZ takes a closer look at Google’s tougher algorithms for AdWords landing pages. The changes are designed to filter out MFA sites aka “made for AdSense” which are designed to attract traffic for pennies and display AdSense ads that earn the publisher a profit.
For most AdWords advertisers, the changes shouldn’t be a problem, according to Fortune Interactive’s own Al Scillitani. He tells ClickZ…
Penalizing irrelevant sites helps advertisers that link to quality content, site publishers, and consumers by increasing the relevance of Google’s ads, according to Al Scillitani, search marketing manager at Fortune Interactive. “The changes Google has implemented so far, and continues to implement, are things that advertisers should be doing anyway: use targeted keywords, [run] relevant ads with a good call to action, and link to a well written, relevant landing page,” Scillitani told ClickZ. “The quality score measurement makes the advertiser increase relevancy. To me, it makes sense that a relevant ad/landing page with the keyword in it will rank higher than an ad that is not relevant, assuming they have the same cost per click.”
That being said, it will be interesting to see if Google is able to understand the context of every page…
Scillitani voiced concerns over how Google determines what is relevant, worrying that sites with quality content would not be penalized for using synonyms, for example. “Is the ads bot going to go through the landing page and report back to AdWords some type of relevancy score? If so, that is scary to me,” he said. “If the bot does not recognize a synonym of your word or if it is taken out of context, will this affect your quality index score?”
Andy Beal is an internet marketing consultant and considered one of the world’s most respected and interactive search engine marketing experts. Andy has worked with many Fortune 1000 companies such as Motorola, CitiFinancial, Lowes, Alaska Air, DeWALT, NBC and Experian.
You can read his internet marketing blog at Marketing Pilgrim and reach him at andy.beal@gmail.com.
