Hi All

Please familiarise yourselves with the updated Adwords preview tool:

https://adwords.google.co.uk/select/...ingPreviewTool

Adwords has introduced Ad Tailoring as part of the Ad Rank Algorithm to make ad relevancy more 'local'.

Historically, if you enter a search query and do not click on any advertisers at all in the search engine results page (SERP), the general click through rate and quality of the advertisers is diminished.

This part of the calculation will remain.

However, Adwords now considers searches done on your IP and by Placing Cookies on your hardware to consider what individuals are searching for and responding to.

As a result, the Adrank algorithm, should, in theory, give different weightings to advertisers based on the individual/end users search.

To explain further, when checking the rankings of clients' ads during the bidding process, we noticed a gradual slip down the rankings over a period over time. However, the impression/click volumes received on a daily basis were not abnormal.

Eventually, clients began noticing this and were starting to call in and asking the same questions.

It seemed the more searches that were performed without clicking, the more the SERP's showed a range of different advertisers.

Google Adwords did eventually confirm that Ads are being tailored to the individual - thus making the search results more local, rather than a purely a general quality score, no matter who or where you are.


The next question is - will this work? With the well known technical issues of Geo-targeting, how effective could this be?