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Quote:...adding the option of a personal slant to search results wasnít the only enhancement Google has introduced. In fact, over the last month, Google has sent out into the world a collection of changes to the way it ranks and delivers both organic and paid listings. Here's a run-down of the changes, together with some industry comment on their impact.

On the pay-per-click side, Google instituted a pair of changes over the last two weeks that may have some impact on keyword pricing, bidding, and whether ad campaigns get rendered at all. The basic change came in the way Google calculates the quality score for PPC ads delivered against keywords. The score itself helps determine the minimum bid level for keywords. Ads with a higher quality score get rewarded with a lower bid floor, so that it costs less for them to be eligible to be delivered against a keyword. If they are served, that high score may also get them higher placement on the results page and thus a better return on their ad spend....