At the rate that people are using the internet nowadays, it probably does not occur to most what kind of PPC ads are turning up on their pages anymore. Ads and various other forms of online marketing, such as search engine optimisation, have become part and parcel of every webpage’s landscape, and not until people accidentally or purposefully click on an ad do they realise how deceptive or totally off-base from searches some of these ads can be. Fortunately, primary PPC ad operators Google and Microsoft have been paying real close attention and decided to make some major modifications to make these ads better for both users and advertisers. Last week, in their official blog Google announced the introduction of certain improvements to their online ads system Google AdWords which were aimed at detecting and removing questionable ads, landing pages and even advertiser accounts, promoting better AdWords management. Following in Google’s footsteps, Microsoft revealed to Search Engine Land Contributing Editor Pamela Parker this week some changes that it would be applying to their very own adCenter.
According to Google’s official blog, aside from continuing to adhere to their ad policies which guard against ads with illegal or harmful products, misleading claims, fraudulent scams and unclear billing practices, it would be implementing a new automated system designed to “detect and remove ads for malicious download sites that contain malware or a virus before these ads could appear on Google.” These automated systems would also scan and review landing pages and advertiser accounts, and once flagged, will be reviewed in detail by Google’s policy specialists to determine a proper course of action.
Additional improvements to Google’s systems as stated on their official blog include:
Google’s changes appear to primarily benefit users, but Google has made some changes to AdWords as well that most, if not all advertisers will benefit from. An article on search engine optimisation news site Search Engine Watch states that Google has recently widened its AdWords account limits, giving advertisers the freedom to have up to 10,000 campaigns (including active and paused) per account with 20,000 ad groups per campaign. The limit for keywords has remained the same at 5,000 per ad group, but given that the limit for campaigns used to be 500, the change is still quite significant.
Also making some changes is one of Google AdWords’ biggest rivals, Microsoft adCenter. Most of adCenter’s changes are still in the development process with some very closely resembling features already present in Google AdWords. Pamela Parker of Search Engine Land lists down Microsoft adCenter’s changes follows:
There’s certainly a lot of changes to look forward to in the PPC world, and whether you’re simply an everyday user or advertiser you can be sure to benefit in more than one way to these changes, even if only to make you more aware of PPC ads the next time they turn up on your page.
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