How Paid Search is Affected by Google Updates

google paid advertising

Google’s Adwords and paid search are affected by changes in search algorithms.

There are hundreds of Google algorithm updates each year. We only hear of major updates, if they are published over the internet. Each update poses a challenge to search engine professionals because it affects their SEO efforts.

When there’s a major change in Google’s algorithm, both organic and paid searches are affected. But no one really knows the exact effects as Google doesn’t disclose each update’s changes. Businesses relying on paid search do not have any control over these effects to their websites. Learning how these updates affect your paid search efforts starts with understanding Google’s strategy.

Among the current trends that we’ve seen is the prevalence of organic search, which plays an important role in the success of paid search. This has something to do with the goal of Google in making searches more useful to online users by providing them the most relevant results. It’s a fact that most users want to use a more helpful search engine and in return they help generate paid search advertising. By providing users with high-quality results, Google is also able to generate adequate traffic in order to sell ads.


The Role of Quality Score

It is believed that AdWords quality score is related to how Google’s algorithm changes affect paid search. Although, this is isn’t confirmed as Google doesn’t disclose any information about it. Google uses AdWords quality score in a variety of ways, such as the ad’s CPC for each keyword and bid estimates,  as well as to order who lands on the first page of the paid results.


The Impact of Quality Landing Pages and Linked Pages to Paid Search

With the changes in algorithm, Google assesses landing pages based on keyword quality score which has an effect on the success of a specific AdWords campaign. Linked landing pages are assessed based on content quality and relevance to the AdWords keyword used in the campaign. Google also tracks the frequency of search users returning to Google (search page) after going to a landing page, which indicates that the landing page was irrelevant to the user.


Keeping Your Content Relevant and Useful to Search Users

“Content is King” although cliché, is true, however the more accurate version is “Usefulness is King“. On the other hand, keywords, unlike before, no longer dominate on websites. Keyword information may still be accessed by advertisers, but the data isn’t available for organic search anymore, since Google downplays the role of keywords in ranking a website’s pages.

We’ve all seen how useless content (with relevant keywords) is produced everyday and scouring through this noise wastes users time. The changes in Google algorithm target this useless junk in order to provide users relevant and useful search results. An irrelevant landing page today doesn’t cut it for either the user or Google.

By knowing what users are searching or ‘asking’ via search engines, you’ll be able to create relevant and useful content that will address these questions. Keeping your content fresh and valuable to search users should be at the top of your strategy.