3 ms·

>adjust Quality Score parameters or bid floors to increase the CPC and/or make ads look more like organic results to increase the ad CTR. That's not really how

>adjust Quality Score parameters or bid floors to increase the CPC and/or make ads look more like organic results to increase the ad CTR. That's not really how auctions work. Raising the price floor would just exclude ads with CPCs below the floor from paying, and since they're already getting paid for the maximum CPC bid at the time anyways they would just make less revenue. If they messed with quality score discounts in an exploitative way, the entire billion-dollar SEO industry watching it would notice and cry foul.

vgeek 5y ago
Ad Rank is a function of bid and QS (heavily weighted towards CTR). Adjusting weighting of any of the three public components of QS will impact all participants, ignoring cases of exceeding max bids, all bids should increase proportionately-- with some participants having different impacts, but overall a net increase. Bid floors will exclude ads from showing unless a certain ad rank is met. If users want to continue (or start) receiving impressions, they need to meet the adjusted threshold. This won't be as common on terms like "chicago movers", but when you get into the longtail and use an Alpha/Beta structure, it can be relatively common to get a "bids below threshold" for lower volume terms that have less (think <5) auction participants as shown in search insights & sampling the SERPs manually. When you get into these niche terms, you assume terms will be cheap due to lack of participants, but that isn't typically the case.
- waterloosong 5y ago
  I think you are missing the big picture in the details. For the long-term growth is constrained by the sum of all campaign budgets, and those budgets are set by advertisers themselves. What the company needs to do is to keep advertisers happy enough to have them increase the budgets, and also prevent the software engineers from breaking the system with bugs enough that the advertisers would walk away.

vgeek 5y ago

Ad Rank is a function of bid and QS (heavily weighted towards CTR). Adjusting weighting of any of the three public components of QS will impact all participants, ignoring cases of exceeding max bids, all bids should increase proportionately-- with some participants having different impacts, but overall a net increase. Bid floors will exclude ads from showing unless a certain ad rank is met. If users want to continue (or start) receiving impressions, they need to meet the adjusted threshold. This won't be as common on terms like "chicago movers", but when you get into the longtail and use an Alpha/Beta structure, it can be relatively common to get a "bids below threshold" for lower volume terms that have less (think <5) auction participants as shown in search insights & sampling the SERPs manually. When you get into these niche terms, you assume terms will be cheap due to lack of participants, but that isn't typically the case.

waterloosong 5y ago
I think you are missing the big picture in the details. For the long-term growth is constrained by the sum of all campaign budgets, and those budgets are set by advertisers themselves. What the company needs to do is to keep advertisers happy enough to have them increase the budgets, and also prevent the software engineers from breaking the system with bugs enough that the advertisers would walk away.