One of the most frustrating aspects for novice pay-per-click (PPC) marketers is the so-called ad quality score—a method search engines use to measure the relevancy of an ad for a particular keyword. The ad quality score affects the minimum bid price, position and display eligibility. Poor ads cost a lot more and are less likely to be displayed than highly relevant ones, giving advertisers a strong incentive to manage their ads responsibly.
Unfortunately, the exact way search engines measure this score has remained a secret. But a few months ago, Bill identified a set of patents that give us a detailed look under the hood at how these numbers might be computed. Read more