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The Art and Science
of Quality ScoreLearn to improve performance
in the Bing Ads auction
https://aka.ms/qualityscore
Christi Olson
Bing Ads Evangelist
Bing Ads, Microsoft
@ChristiJOlson
MJ DePalma
Sr. Global Channel & Ecosystem Marketer
Bing Ads, Microsoft
@mjdepalma
John Lee
Bing Ads Trainer
Bing Ads, Microsoft
@john_a_lee
Today’s Webcast Speakers
#BingAdsWebcast
Melissa Mackey
Search Supervisor
gyro
@Mel66
#bingadswebcast
Today’s Guest Speaker
Agenda
• The basics of Quality Score
• Differences between Google & Bing
• 7 hacks for Quality Score
• Using Bing Ads Intelligence to improve Quality Score
Quality ScoreSave time.Improve ROI. Grow your Business.
Quality Score is not a KPI. It’s a diagnostic tool.
Quality Score indicates higher (or lower) CPCs
Keyword Relevance Ad Relevance Landing Page Relevance
The components of quality score:
Does my query match my KW?
Does my ad appear?
Is my ad clicked on?
How does my CTR compare to competitors?
How does my historical CTR compare to my competitors?
Expected CTR
Ad relevance
Is my ad
relevant to the
search query?
Can users find what
they are searching for
on the landing page?
Landing page experience
RELEVANT TRANSPARENCY EASE OF NAVIGATION
New to Bing Ads?
Set an appointment with a specialist
to set up your account or campaign:
Need Optimization coaching?
Want to improve your Bing Ads campaign
performance? Schedule a free optimization
appointment with a Bing Ads specialist
We can help you adjust campaign
settings, help you select which
features to use and even walk you
through tools and best practices so
you can make the most of your
Bing Ads investment…. Click here to schedule your
new campaign appointment
Call us!1 877 635 3561 US & CA
Mon - Fri: 6 a.m. to 6 p.m. PT
Sat: 8 a.m. to 6 p.m. PT
Click here to schedule your
optimization appointment
Call us!1 877 635 3561 US & CAMon - Fri: 6 a.m. to 6 p.m. PT
Sat: 8 a.m. to 6 p.m. PT
Get coached by a
Bing Ads Specialist
Blog Post
Webcast recap on the blog.
Webcasts to help you learn.
Bingads.com/webcasts
For the full presentation*, register for the on-demand webcast here:
https://aka.ms/qualityscore
*Check out the Resource List in the webcast console to download the full presentation.
© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other
product names are or may be registered trademarks and/or trademarks in the U.S.
and/or other countries.
The information herein is for informational purposes only and represents the current
view of Microsoft Corporation as of the date of this presentation.
Because Microsoft must respond to changing market conditions, it should not
be interpreted as a commitment on the part of Microsoft, and Microsoft cannot
guarantee the accuracy of any information provided after the date
of this presentation.
Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–
REGARDING THEI NFORMATION IN THIS PRESENTATION.