Microsoft has recently released a keyword level quality score similar to Google’s keyword level quality score. This feature in adCenter is designed to provide feedback on how an advertiser’s keywords are performing within the marketplace.
Keywords are ranked on a scale from 1-10(10 being the highest) and each keyword will also have three sub scores for:
- Keyword Relevance
- Landing Page Relevance
- Landing Page User Experience
Keyword relevance will have three possible scores of good, no problem, or poor. Landing page relevance and landing page user experience will have two possible scores of no problem or poor.
According to Microsoft, quality score in adCenter will not have a direct influence on ad rank. This is unlike Google’s quality score in which quality scores directly influence ad rank which determines your cost per click and ad position. Instead quality score in adCenter can be used to understand the relevance of your keywords to a user’s search query and how eligible your ads are to be served in response to each query. Ad rank in Bing is influenced by bid, overall keyword relevance to a search query, and click-through rate.
Advertisers should take full advantage of the feedback provided as a result of the quality score in adCenter. Use the overall quality score to see how competitive your keyword is in the marketplace and the three sub scores to see which areas are in need of optimization. Improving any of the three sub scores through optimization should increase your overall quality score and, therefore, improve ad position.
It should always be an advertiser’s goal to serve the most relevant ads based on the keywords they are bidding on. In addition to that, ensuring that keywords are directed to the most relevant landing page is equally important. Now that keyword level quality scores are available in adCenter, advertisers will have actionable guidance to address these issues and improve overall ad performance.
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