Session: Ads in A Quality Score World

Danny Sullivan & His Panel

In 1981 when legendary Minneapolis agency Fallon first opened their doors, a full page ad was run in the Star Tribune, Minneapolis’ primary daily, alerting the local business denizens that a new ad agency was promising to help them outsmart the competition, rather than outspend them. The concept of quality score as it relates to PPC ads always reminds me of this anecdote from the traditional ad world.

Quality score, as covered by Danny Sullivan and his esteemed panel at the session “Ads In A Quality Score World” is the bold idea that an ad’s success should be dependent on whether it produces content relevant to that which it promotes. In other words, a firm should not have to outspend its competition to be successful if it’s simply bright enough to ensure their ad speaks directly to its target’s expectations.