It has become increasingly obvious that Google Search is evolving faster than ever. Advertisers are now being forced into evolving with it; those who make a living from either natural search or paid search (or both). You're probably in for a rude awakening if, in the last year or so, you haven't done anything NEW with your search marketing. Google Caffeine 2010 and the new AdWords updates are basically what's taking off and leaving lazy, conventional advertisers in the dust.

Caffeine, Google's new method of ranking websites, has been in beta since last summer has been tested on at least one of their datacenters on IP: 209.85.225.103 since then. With it, come some new changes in how Google prioritizes websites. This week, on a permanent level, Google is said to be officially rolling out the new changes. At this time, one PPC management company will be conducting thousands of keyword tests to update itself on what strategies it will take to leverage these changes.

Thus far, the company's research has shown where they might be focusing Caffeine ranking changes. Caffeine is said to give importance to longer tail keywords and those more specific on websites. Also, it will add more weight to news and social media results like Twitter and Facebook. Domain name pertaining matching keywords will take a different roll and domain age will play a slightly higher roll in ranking, as well.

A PPC advertising company will take these changes seriously and play ball instead of waiting behind the curve. Overall, it's nothing to be scared of, just an opportunity to surpass competition who will wait or are just oblivious.

Google AdWords has not gone unbridled either. AdWords is Google's money maker that pays close attention on where search is going so they can stay on top of it. It is no surprise that much of their search development for sponsored ads surround that of the mobile search which allows advertisers to use their product feeds to display product images in sponsored links, such as image search using mobile applications such as Google Goggles and Merchant Center. Until recently, only few advertisers were invited to participate in this program; but more and more links to products images will be seen every day.

Lately, the above PPC advertising company has published a blog piece talking about how Google AdWords had forced hyper competition on the first page of Google, showing inside AdWords accounts that advertisers who aren't bidding enough aren't serving ads. Also, they have made it increasingly hard for some to gain higher quality scores, despite their published criteria above par.

Quality Score has conventionally been based on criteria advertisers could control easilty. Now, it takes longer and to get around some of the unpublished criteria Google uses. Google is now relying on industry averages in conjunction with more traditional determinates as confirmed with the company's own betas and reliable sources.

For now, this PPC advertising company has found ways to tackle these obstacles but it still doesn't change Google from widening the barrier to entry for new advertisers. It would hurt more especially if you were being shut out of an industry you've been successfully in for 5 years already.

It's time to jump on the boat. These types of PPC search advertising updates present not just awareness, but an opportunity to join top advertisers before everyone else does; before everyone is on top again. Underdogs are welcome to play too.