Search Engine Optimisation Web Log (BLOG)
Editor: Matt Paines

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Google PPC System update.

Speculation is rife that Google is due to release an updated paid ads system which could see changes to the way adverts are displayed above organic search results.

The details are not clear but apparently the modifications will continue to use the quality and cost-per-click (CPC) figure. However, it will be modified - especially in respect of the top ad position. Instead of using the actual CPC, Google will use the advertiser's maximum CPC in the overall equation. In addition to this, it will apply a stricter threshold on the quality component for the top ad positions.

Google is introducing this in a bid to produce better quality ads in the top ad position. It had also said that the changes will give advertisers more control over obtaining a top ad spot.

It is expected that companies who currently have the top spot for their adverts will face more competition, but Google anticipates that this will be a relatively limited number of companies affected by the changes.

They are also predicting that it will be a harder system to abuse, given that there will be greater emphasis on the quality aspect of the ads rather than the current system which weighs both the quality and CPC somewhat equally.

The introduction of the revised system is expected within the next few weeks.

M.P

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