Why on Earth Should You Care?
First innovation is that today there is no more list of keywords called “inactive for search”. Now every keyword is available on Google.com and always has a chance to be shown for any relevant query.
And as it was earlier, ad’s position in Google Search depends on Quality Score and CTR (Click-Through Rate). But with some differences. Google started to calculate it for each keyword dynamically, in real time, i.e. every time as user performs a search, Google will estimate current rate of the inquired keyword. It means that estimation should become more accurate. As of the landing page quality, Google will verify it less frequently than previously.
And the last change is that now the minimum bid price is replaced with “first page bid estimates”.
So, advertisers are able to know how much they have to pay for a particular keyword to appear on the first page in Google search results. Generally, these alterations only touch the cost-per-click advertisers. Those of you who bid on keyword at certain times in a day, will find yourself in worst position than advertisers who bid on keyword continuously. It’s obvious because of the new dynamic QS judgment system included in Google AdWords.