If you have been advertising via pay per click using, you have likely come face to face with Google Adwords’ dreaded/beloved quality score.

By assigning a quality score to each keyword in your campaigns, Google is able to show ‘the most relevant’ ads to their users, in order to ensure the ‘best user experience’. Whether that is actually the result or not remains to be seen, but what is certainly true is that every advertiser using Google Adwords absolutely must cater to their quality scores. To ignore them only results in poor performance and decreased return on your advertising dollar.

This is really nothing new, Google’s quality score has been around for a few years now.

However, just recently announced changes to how the quality scores will be calculated and affect your ad performance could have a dramatic impact on your account’s success/failure.

It appears that quality scores will now be calculated in a near real-time basis, rather than an initial and periodic calculation we’ve seen in the past.

This has many possible affects on your advertising strategy, including how closely you monitor your adwords account. I will go into more details in future posts, but this seems like another reason why hiring a ppc management company might be a wise move if you don’t have the time to monitor your efforts consistently.