Achieving Your Optimum Quality Score
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Chicago | November 12–16 Achieving Your Optimum Quality Score Ping Jen Bing Ads Product Manager
description
Achieving your optimum quality scores by Ping Jen. This presentation was given at SES Chicago 2012.
Transcript of Achieving Your Optimum Quality Score
Chicago | November 12–16
Achieving Your Optimum Quality Score
Ping JenBing AdsProduct Manager
Chicago | November 12–16, 2012 | #SESCHI
“Quality Always”
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Chicago | November 12–16, 2012 | #SESCHI
Say What You Do
Do What You Say
KW Relevance
Landing Page Relevance
Landing Page User ExperiencePositive Experience
Same Ingredients for a Successful Campaign at Both Markets
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Chicago | November 12–16, 2012 | #SESCHI
Quality Score
Quality Score
Goal of Bing Ads Quality Score: providing more visibility to advertisers on their campaign performance
+Auction Performance Marketplace Performance
Bing Ads Quality Score indicates auction and marketplace performance. Advertisers can • Track Quality Score trend in KW, ad group and campaign level• Analyze the impact of having a poor Quality Score
Option One:
Option Two:
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Chicago | November 12–16, 2012 | #SESCHI
Landing Page
User Exp.
Keyword Relevance
Landing Page
Relevance
6 < QS <= 101 < = QS < 6
Poor Poor
No ProblemNo Problem No Problem
Poor
Keyword performs better than most of others targeting the
same traffic
Yes
No
QS = 6
• Having a “Poor” in one of your subscore makes your ad less eligible to be served and could lower its Quality Score less than 6.
• Not having a “Poor” in any of your subscore makes your keyword/ad fully eligible to be served and earns a Quality Score of 6 or higher.
• Having a “Good” at Keyword Relevance subscore indicates your ad has a higher click through rate (CTR) than most of other keywords/ads targeting the same traffic and drives its Quality Score higher than 6.
Quality Score Elements & Logic
Auction Performance Marketplace Performance+
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Chicago | November 12–16, 2012 | #SESCHI
How to achieve the optimum Quality Score
What’s for dinner?www.pmart.com
Find premium steaks, chops, seafood + more at P Mart.
Meat Store“Beef ribs”[Turkey sausage] “T bone” Bacon…..
Landing Page - Provide sufficient information to complete searcher’s tasks and enrich search experiences
Ad Copy - Able to effectively engage with search users intents
KW – Relevant to search user intent
Measurement
- Landing Page Relevance- Landing Page User Experience
- KW Relevance - KW Relevance
Build your optimum campaign from the ground up
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Chicago | November 12–16, 2012 | #SESCHI
How to Optimize Landing Page Relevance and User Experience
Study search engines’ top search results to analyze
Search user intents Landing page best practices for
your business
Comply with Bing Ads Relevance and Quality Guidelines, key requirements include:
Not redirect site visitors unexpectedly to unrelated domains
Not display a high density of advertising above the fold, and/or consist significantly of advertising or links
Not feature content that functions primarily to support ad monetization
Not redirect site visitors to other businesses, without adding significant value
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Chicago | November 12–16, 2012 | #SESCHI
How to Optimize Keyword Relevance
What’s for dinner?www.pmart.comFind premium steaks, seafood + more at P Mart.
Hot Foods Trends www.pmart.comFind trendy receipts to prepare salmon at P Mart.
Wild King Salmon www.pmart.com20 pounds Taku River King Salmon Fillets for $499
Wild King Salmon|www.pmart.com20 pounds Taku River King Salmon Fillets for $499
Wild King Salmon www.pmart.com20 pounds Taku River King Salmon Fillets for $499
Improve Ad Copies Articulate different
selling points Leverage your brand
name by creating long ad title
Fine-tuning with Ad Rotation Function
Find the right audience
Broad Match Modifier: +pet diabetes drugs
Negative keywords: -”pet”,
Targeting Days Time Demographic Device
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Chicago | November 12–16, 2012 | #SESCHI
Study Quality Impact to Prioritize Your Optimization Tasks
Analysis Result Possible Impact of Improving Quality Score 1 Gain less than 100 additional impressions a day2 Gain between 100 and 500 additional impressions a day3 Gain more than 500 additional impressions a day0 Information is not available
Quality Impact Advise the additional impressions advertisers could gain after improving Quality Score Analyze both the competition for the targeted traffic and the traffic volume Available for keywords having a Quality Score less than 6 where return of improving campaign quality is normally higher
Outcome
How to accessStep 1 – Choose Keyword Performance Report Step 2 – Add “Quality Impact” from CHOOSE YOUR COLUMNS
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Chicago | November 12–16, 2012 | #SESCHI
“I haven’t changed anything. Why has my Quality Score changed?”
Answer – While you are sitting still, your competitors keep optimizing their campaigns and become more competitive. Use historical Quality Score to monitor the competition.
Top FAQs of Bing Ads Quality Score
“What is the relationship between Quality Score and ad rank?”
Answer – Bing Ads Quality Score is an after-the-fact indicator of your ad’s performance in auction and marketplace. Use it to analyze competition and optimize your campaigns.
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