As part of its continued efforts to provide the most relevant results to users, Google has announced improvents to the way it calculates Adwords quality scores. From now on, greater weight will be given to landing page quality and relevance when determining quality scores and ad rank. The changes, which were initially trialed in countries such as Brazil, Spain and Portugal, will now be rolled out globally over the next few weeks.
As the changes are phased in, variations in quality scores and ad positions may be seen for some campaigns. These variations are expected to stabilse within a couple of weeks.
Clearly the new changes place even greater emphasis on choosing the right landing pages for your Adwords campaigns. The chosen pages should be continually monitored for quality and relevance issues. If page changes need to be made, packages such as Website Optimizer should be used in conjunction with AdWords and Analytics to ensure that any alterations have a positive effect.