A New Google AdWords Policy Change Will Affect You!
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As if paying for increasingly pricey Google Ads wasn’t enough, yet again Google has announced a new policy change that will likely prevent you and me from getting the top Ad spots through their AdWords program.
For a long time, the Internet has acted as a leveling force where one person could compete with large corporations for Internet real estate, traffic, sales and ads. The recent Google strategy and vision will definitely have a negative impact in this arena. In the coming weeks, as this strategy is rolled out, Ads will be scored and ranked similarly to web pages. The new strategy relies heavily on the speed of landing pages (landing page load time).
Google’s strategy is trying to position quality as the main focus for advertisers and visitor relationship. Having a landing page full of content, with a privacy policy and other relevant information is no longer enough for Google.
Google stated the reason behind this change was to provide a better ad experience for its visitors. While having a slow website is never a good idea, many websites are hosted on virtual machines and shared accounts that are slower than dedicated servers. To make things worse, having plugged-in third-party content will have a negative impact and a lower Google Ad quality score.
The issue of ad quality appeared in a post at Google’s Testing blog. Alex Icev wrote about the team and process involved with ranking the quality of search results, and how that thought process transitioned into work on the quality of advertising as well.
Poor performing ads will have a lesser chance of gaining top placements. Ads with fewer clicks will be penalized, ads with slow loading landing pages or less relevant content will also be penalized.
Alex Icev said “We want to provide our users with absolutely the most relevant ads for their click.”
Unfortunately, people with the bucks will have the upper hand here, not just when it comes to bidding on keywords but in how fast their landing pages are.
