Google is updating its Search ads quality system with a new prediction model. The platform says the update aims to enhance user experience when users visit an ad’s landing page. The update aims to reduce frustration caused by ads leading to irrelevant or hard-to-navigate pages.

Shashi Thakur, VP/GM of Search Ads and Ads on Google Experiences, explained in an announcement post, “We’re sharing an example of how we recently refined our ads quality systems to better understand people’s intent and expectations as we continue to create more helpful ads experiences on Search.”

Why Google is updating its Search ads quality system

When users click on a Search ad, they expect to land on a page that directly answers their query. However, some landing pages provide irrelevant content or are difficult to navigate. Google says the new model addresses these cases where users click on an ad but end up on a landing page that doesn’t match their expectations or is difficult to use. 

“This means landing pages must be both relevant and easy to navigate — otherwise, people spend more time than they want to bouncing between search results and landing pages,” the company stated.

How the new prediction model works

Google claims the new model improves the platform’s ability to predict whether a landing page provides a helpful and relevant experience. “We’ve improved our ability to understand and predict if a Search ad leads to an unexpected destination and doesn’t offer other helpful navigation options.” 

If an ad leads to a page that doesn’t match the search intent or lacks easy navigation, the system will reduce the chances of that ad being shown. Google says the improvements will result in fewer such ads appearing in search results.

‍