Google develops 'predictive model to ensure search ads link to pages users expect'

To reduce the number of experiences like 'you search for a login page, click on a link, only to find a promotional page that has nothing to do with the login page,' Google has developed a new behavioral prediction model.

Search ads and the importance of landing page navigation

When you use Google search, you may see pages recommended by Google at the top of the search results with the word 'Sponsored.' These pages are ads that advertisers pay to be displayed preferentially.

However, this page is often subtly different from the page the user actually wants. Google is also aware that the link for the ad may not be the link the user wants, and they have presented a case where a user searched for a login page and clicked on the link, but there was no way to log in anywhere in the link, so they were forced to go back to the search results list.

To improve this situation, Google has developed a 'new predictive model.'

This predictive model is explained as 'helping to accurately understand the user experience when accessing a search ad landing page.' By using this predictive model, ads that are not what the user wants can be demoted in terms of display order, and more appropriate ads can be displayed, reducing negative user experiences.

Google said, 'We're taking a closer look at how and when ads appear in search. Our goal is to show you the most useful and relevant ads, and we look at a variety of signals to decide which ads to show. These changes will make it easier for users to find what they're looking for and improve their search experience. If you're an advertiser and you're having issues with navigation within your ad links, we encourage you to make improvements to help users get where they want to go.'