Bing is Updating Its Quality Score

February 11, 2015

 

When Bing Ads came into the mix a few years ago, it didn’t want to be the same as Google.  As a result they put their unique stamp on several aspects of their PPC platform.  One of the areas that they took a different approach with was Quality Scores.

You know quality scores, the important grading factor that is one of the driving factors in the amount you pay per click.  Although it is a part of the “secret sauce” component that we can all respect.  It still left confusion run rampant in the minds of advertisers.

Tina Guo, a Program Manager at Bing Ads said, "The upcoming updates only impact how quality scores are reported; our goal is to make it more transparent and easier to use. It won't have any direct impact on your ad performance."

So what are the big changes to Bing’s Quality Score?

  • More quality scores: In the past, your quality score would be "-" if your ad hadn't been active long enough to gather sufficient data. In the updated quality score, we will provide a quality score based on marketplace data in instances when there is not enough reporting history, offering insight into your ads’ performance so that you can quickly take any necessary action to improve performance. This coverage expansion will first roll out to US market, with global markets following soon.

  • Simplifying how score is reported: With this update, the quality score will be reported based on a mix of customers' search queries and other inputs that match your keyword exactly. This reduces the noise in reported quality scores, making it more reflective of the factors that determine your ads’ visibility during auctions. At the same time, we also updated Share of Voice (SOV) reporting, which will evaluate impression shares only based on eligible impressions to reduce noise in SOV report.

  • Easier comparisons: We have changed some of the quality score terminology to match industry standards, making it easier to compare across different online advertising websites.

    • Keyword relevance is now Expected click-through rate

    • Landing page relevance is now Ad relevance

    • Landing page user experience is now Landing page experience

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