Google just announced they are “improving” their top ad placement formula, which should eliminate advertisers buying their way to the top of the paid rankings.
Find the original post here: Upcoming change to the top ad placement formula
Google will use actual cost-per-click, along with max CPC bid and quality score to calculate the top position.Although, Google has been using quality score for some time now, this new formula will emphasis it even more. (Another reason to avoid bid management software.)
These new changes give the advertiser a better opportunity to reach the top spot.
Although I appreciate the effort, as an advertiser, I am not sure how much this really affects me. As I have stated before, it is often the better investment to avoid the number one position. Unless this change will bring in a higher quality visitor, I can not see this really affecting my changes anytime soon.
Again, it is not to say it is not a good move by Google. Anything that will give all advertisers a fair chance is an excellent move. Ideally, this will prevent some advertisers from buying their way into the top position and that’s a good thing.
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