The company has announced on its Inside AdWords blog that it will be updating its "landing page quality" scoring algorithm to weed out more low-quality sites that are linked to by AdWords ads.

"From time-to-time, we improve our algorithms for evaluating landing page quality (often based on feedback from our end-users), and [this] week we're launching another such improvement," according to Inside AdWords. "Thus, over the coming days a small number of advertisers who are providing a low-quality user experience on their landing pages will see increases in their minimum bids. It is important to note, however, that the vast majority of advertisers will not be affected at all by this change, as they link to quality landing pages."

Penalizing irrelevant sites helps advertisers that link to quality content, site publishers, and consumers by increasing the relevance of Google's ads, according to Al Scillitani, search marketing manager at Fortune Interactive. "The changes Google has implemented so far, and continues to implement, are things that advertisers should be doing anyway: use targeted keywords, [run] relevant ads with a good call to action, and link to a well written, relevant landing page," Scillitani told ClickZ. "The quality score measurement makes the advertiser increase relevancy. To me, it makes sense that a relevant ad/landing page with the keyword in it will rank higher than an ad that is not relevant, assuming they have the same cost per click."

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