Google adds quality control to searches

Google is making changes to its "top ad" promotion process in an attempt to improve the quality of advertisements in sponsored search results.

An advertiser's ability to reach the top ad spot will now be based on its Google-defined "quality score" and its maximum cost-per-click (CPC). The changes are designed to prevent low-quality ads with high CPCs from achieving top placement.

The changes fall short of those demanded by the IPA, which renewed its call on Google to bring into force measures to protect brands from guerrilla marketing.Third-party advertisers have used trademarks as part of their search terms without the brands' permission.

The Profero chief executive for Europe, and IPA digital chairman, Wayne Arnold, said: "We need Google to find a quicker and more robust way to enable brands to protect their terms."