Google Tested Ads In Higher Spots To Adjust CTR For Ad Position

Nov 5, 2008 - 8:01 am 0 by
Filed Under Google Ads

Yesterday, I had a conversation with Nick Fox of Google about the most recent quality score changes. I posted the extremely interesting question and answer session at Search Engine Land last night. I was honestly shocked by one of his answers, shocked!

When I asked how Google changed the process of normalizing the CTR scores for ad position, he explained the old way versus the new way. In the past, Google took a lower ranking ad and moved it in a higher position to test to see how that ad's CTR would change. Any clicks on that ad were not charged to the advertiser, plus this was done on a very very small percentage of searches. It was the way Google could get a good metric for what the CTR would be for that ad, in the same ad position.

I was shocked by that, just because it sounds totally weird. It makes sense, don't get me wrong. But I just assumed that Google used, what it is using today, a statistical model to adjust those numbers. Now, they switched to a statistical model to adjust the ad's CTR for normalizing that factor within the quality score.

In any event, you probably want to read the whole discussion at Search Engine Land. I personally felt that specific tidbit was fairly enlightening.

Forum discussion at Sphinn.

 

Popular Categories

The Pulse of the search community

Search Video Recaps

 
- YouTube
Video Details More Videos Subscribe to Videos

Most Recent Articles

Google Updates

Google Search Ranking Volatility Spiked Friday - April 25th

Apr 27, 2025 - 8:45 am
Search Forum Recap

Daily Search Forum Recap: April 25, 2025

Apr 25, 2025 - 10:00 am
Search Video Recaps

Search News Buzz Video Recap: Google Earnings Report, Ranking Volatility, AI Overviews Harm Clicks, Search Ads Grow & More

Apr 25, 2025 - 8:01 am
Google Search Engine Optimization

Google: Image Streaming Is Not SEO Friendly

Apr 25, 2025 - 7:51 am
Google

Google Mobile Tests Search Snippet With Blue URL & URL / Site Name Switch

Apr 25, 2025 - 7:41 am
Bing Ads

Microsoft Advertising Suspends Client Connection Requests Temporarily

Apr 25, 2025 - 7:31 am
Previous Story: Google Blog Search Link Command Now Scanning Blogroll Links