Google Modifies Top Ad Placement Formula

[MichelRobinson2]

Google is modifying the formula by which advertisements are selected for top placement under its AdWords system, it has emerged.
The search engine states that it is aiming to eliminate variables beyond a webmaster's control from the process.
This involves using the maximum bid offered for a key term - rather than the amount paid - to decide the ranking of a particular website.
"Actual cost per click is determined, in part, by the bidding behaviour of the advertisers below you," notes crew member Judy in an Inside AdWords blog post.
"This means that your ad's chance of being promoted to a top spot could be constrained by a factor you cannot influence."
By migrating to the new formula in coming weeks, Google predicts greater control for marketers and more high-quality advertisements appearing above search results.
The search engine adds that all eligible commercials are shown in the top position by cycling through them in groups of three each time the page is updated.