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Data Skeptic: Ad Tech
Data Skeptic
A Good Paid Search Ranking Algorithm Needs at Least One More Keyword
A winning search engine has to please everybody, not just the advertiser with the biggest budget. If there's an ad no one is clicking on, people probably don't want to see that ad either. A dishonest but well crafted ad could get a lot of clicks and therefore a high click through rate. So a good paid search ranking algorithm needs at least one more term: quality score.
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