The basic system remains the same despite these enhancements. The enhancements are:

    *  Assessing the content of the ad and landing page in relation to the user’s likely intent.
    * Assessing the keywords that an advertiser selects in relation to the advertiser’s landing page content, to confirm that they are substantially relevant to
       both the landing page and the user’s search query.
    * Trying to ensure that there is substantive content on the landing page to fulfill the user’s query.
    * Assessing the duplicative nature of content in overall search results. In cases where there may be content that is duplicated within search results (including landing pages) Microsoft reserves the right to limit advertising of the duplicate content when it lessens the user experience.

These improvements certainly make Microsoft, which already has the highest click through rates better.

This entry was posted on Thursday, April 19th, 2007 at 3:59 pm and is filed under Pay-Per-Click. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.