Webmasters seem to be in a tizzy over the new algorithm Google is using for evaluating advertisers landing page quality, which affects the cost of their PPC (pay per click) campaigns.
So far, and it really is too early to tell, but so far it seems this will likely force advertisers’ keyword bidding to become more focused and targeted.
This is something I’ve done all along and it seems to me in the end it’ll be better for both advertisers and consumers searching from Google.
I’ve always tried to advertise in the most targeted way possible. When you attract visitors (or clicks) with generic industry terms instead of specific phrases that are narrowly related to the item or service you’re promoting all you’re really doing is driving your traffic numbers up. Very few, if any of those passively targeted visitors will convert into sales for you.
Especially when you’re paying for each click, as with an AdWords campaign, that’s a huge waste and it tends to offend some of the visitors too. Giving both Google and the advertiser a poor reputation.
In a recent discussion on this I gave the following example to illustrate: when someone searches Google for “Red Tipped Flap Widgets” they don’t want or expect to click from Google onto “Fred’s World-O-Widgets” where they again have to search to find Red Tipped Flap Widgets. Surfers want and expect to click from Google directly to a page that provides/promotes Red Tipped Flap Widgets, period.
That’s exactly what this new algorithm seems designed to do by penalizing advertisers who use general/generic terms and landing pages.
For the web surfer this is a good thing, for Google’s reputation with web users it’s a good thing, and for advertisers who like higher ROI (returns on investment) it’s a good thing. The more targeted and focused your advertisements and sales/landing pages are the more visitors you’re likely to convert to buyers.
Still, as I said earlier it’s way too early to tell if this will work or if some large budget advertisers will just find ways to circumvent it to continue squeezing untargeted traffic from Google. Even if it doesn’t convert for them, they pulled the visitor away from a competitor so I suppose there’s some crazy value in that.