As it seeks to make the information it provides more transparent and useful to the advertisers using it, Google is planning changes to the algorithm of the Quality Score component of its AdWords system, reports Marketing Pilgrim's Andy Beal.

The Quality Score algorithm has always existed in the background of the AdWords system as a way Google ranks keywords. That data had not been visible to advertisers using AdWords, but Google is now showing that number to advertisers when they log in to their accounts, even as it prepares to roll out a change in the algorithm that generates the Quality Score.

Google anticipates the algorithm change to generate some backlash from advertisers as they see the Quality Score of some keywords drop. The majority of keywords whose score will be affected will be ones performing poorly, according to Google.

That should mitigate some of the gut reaction by advertisers who see changes in the score of some keywords in their campaigns. Google also says it might lead to some advertisers' seeing the minimum bids for their keywords actually going down.