Google, moving to boost revenue in a contracting economy, plans to alter the quality score in its online advertising platform, a move that is expected to push more advertisements into the yellow area above organic search results.

On the Google Adwords blog, Amanda Kelly, wrote that changes in the ad quality scores used by the No. 1 search firm would allow ads in the right column to jump over ads into the yellow-shaded area above the non-commercial search results.

Google’s Adwords help blog also now says that advertisers can promote champagne and beer where the ads don’t violate local regulations, such as in Pakistan and Malaysia. That policy change was noted by the Gonzo SEO blog.

Hard liquor, however, remains off limits for advertisers, Google guidelines say.

In yet another reform, Ms. Kelly said that in determining click-through rate, a key determinant in an ad’s quality score, the advantage of having a high position on the page would be taken into account.

In a research note, UBS analyst Benjamin Schachter (no relation to the reporter), said that the changes could bolster Google’s top line.

“While Google would highlight that the changes are intended to improve the user experience, the changes will also likely increase click-through-rates and may have a material impact on revenue,” Mr. Schachter wrote. “We recognize that changes are made all of the time, but it is interesting to note that this change is being made so close to the holiday season.”

Google also has pushed back plans to put its Oklahoma server farm online from 2009 until 2010, a move that Mr. Schachter terms “another indication that Google is carefully managing its expenses.”


In afternoon trading, Google shares climbed $5.58, or 1.55 percent, to $365.27.