When searching on Google, users appreciate results that are relevant and deliver a great experience after they click. In August, we announced trials in Brazil, Spanish-speaking Latin America, Spain, and Portugal

1

that increased the weight given to relevance and landing page quality in determining

Quality Score

and

how ads are ranked

on Google. The goal was to improve the user experience with search ads. Based on the results we’ve been seeing, we’re now rolling these changes

ou t globally over the coming weeks.



As the changes roll out, some campaigns will see variation in keyword Quality Scores and typical ad position. Within a couple weeks, things should stabilize and we expect most campaigns will not see a significant change in overall performance.



Just like today

, campaigns with better-performing ads for user queries will continue to see higher Quality Scores, lower average cost per click and higher position on results pages. The 1-10 Quality Score in the AdWords interface will continue to represent the general quality of your keyword when exactly matching a search on Google. Increases in bid and Quality Score will continue to increase Ad Rank. And the same basic approach to