At least that is was Google is saying. Google sent out an email notification to their Google AdWords customers yesterday informing them of changes to be made to their Google AdWords ad relevancy algorithms. The email touched on the following points:

• Our ad quality improvements will help us be more precise in identifying the most relevant ads for a particular query.
  
• You may start to see a change in your website traffic and ad performance metrics, such as your clickthrough rate (CTR), cost-per-click, or ad ranking.
  
• We recommend that you monitor your performance metrics and optimise your account as necessary.

Forum coverage at Search Engine Watch and WebmasterWorld.

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