Databases Reference
In-Depth Information
Bidder B bids $1.10
Keyphrase-ad-landing page combination quality score is: 1
Effective bid: = $1.10
Bidder C bids $1.20
Keyphrase-ad-landing page combination quality score is: 1
Effective bid: = $1.20
In this example, with all ads performing equally, the assignment of ad position is
determined by the advertiser's bid. The quality score has no effect. The effective bids
for all advertisers are correlated to their bids. Advertiser C would get the top slot.
Advertiser B would get the second slot. Advertiser A would get the third slot.
Example - same bids and different quality scores
Bidder A bids $1.00
Keyphrase-ad-landing page combination quality score is: 1
Effective bid: = $1.00
Bidder B bids $1.00
Keyphrase-ad-landing page combination quality score is: 2
Effective bid: = $2.00
Bidder C bids $1.00
Keyphrase-ad-landing page combination quality score is: 3
Effective bid: = $3.00
In this example, with all advertisers having equal bids, the ads' positions are deter-
mined by the ads' performance. So, the quality score is the major determinate. The
effective bids for the advertisers with the best quality score are rewarded. Advertiser
C would get the top slot. Advertiser B would get the second slot. Advertiser A would
get the third slot.
Example - different bids and different quality scores
Bidder A bids $1.00
Keyphrase-ad-landing page combination quality score is: 1
Effective Bid: = $1.00
Bidder B bids $1.10
Keyphrase-ad-landing page combination quality score is: 2
Effective Bid: = $2.20
Bidder C bids $1.15
Keyphrase-ad-landing page combination quality score is: 3
Effective Bid: = $3.45
In this example, all advertisers have different bids and different quality scores. Both
the bid and the quality score determine ad position to varying degrees. Because the
difference in bids is very slight in this particular example, the quality score is the
major determining factor. This is common in many competitive sponsored-search
verticals. Advertiser C would get the top slot. Advertiser B would get the second slot.
Advertiser A would get the third slot.
