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Using and improving your Bing Ads quality score

From: Pay-Per-Click Fundamentals

Video: Using and improving your Bing Ads quality score

Bing Ads Quality Score should be used as an indicator to as to how You can also track quality score progress over time in your account, on Keep in mind that for Bing Ads landing page experience and relevancy are key.

Using and improving your Bing Ads quality score

Bing Ads Quality Score should be used as an indicator to as to how your keywords, ad groups and campaigns are doing relative to one another in the marketplace. It is different from Google AdWords in that it takes into consideration different factors, primarily around landing page and keyword relevance, and is not as influential on determining your cost per click. You can also track quality score progress over time in your account, on the keyword, ad group, and campaign levels through the Quality Score over time report. To track this, go to the Reports section of Bing Ads and run a keyword performance report, or ad group or campaign, depending on what you want to review.

And select the Day as the unit of time. And under Choose your columns, select Historic quality score and other attributes you want in the report. Keep in mind that for Bing Ads landing page experience and relevancy are key. What this means for you, again, just as with AdWords, Quality Score isn't everything. If you find yourself struggling with your quality scores, especially after trying a few of the techniques laid out in this lesson, I would recommend that Quality Score as a metric take a back seat to other metrics. As with Bing Ads, the ideal metrics you should be focusing on should be on your conversion rate, cost per conversion, cost, and number of transactions overall.

Bing Ads quality score is meant to help you see where you stand from a competitive standpoint within the marketplace. As with AdWords, once in the 7 and above range, it is far more difficult to make significant impacts. For Bing Ads, I also recommend making adjustments around the lowest scores first, but do not expect to see meteoric rises in score, because Bing is based on relevancy more than performance factors. So there is a bit of subjectivity that you can't see. Let's walk through a few methods in which you can improve quality scores as it does tell you if you are making improvements in the right direction on Bing Ads. We'll start at the bottom, 1 to 3.

Always move the lowest, least-performing keywords into new ad groups. Do not disturb ad groups or keywords that are doing well. Leave them to be to continue performing for you. Delete keywords. A keyword with a quality score of one or two just needs to come out. Definitely employ multiple match types and break your ad groups up by match type. With AdWords we tend to take volume into consideration before doing this, but with Bing Ads it's just a better way to structure your account. Edit ad copy. Edit to include the keyword and the headline, body copy, and our display URL if they're not already there. And last but not least, you can increase the bid.

This won't help immensely, but you do want to be visible where you can. Additionally, adding negative keywords. Filter out unwanted impressions and clicks. Bing Ads also has this nifty alert that will notify you if you're blocking impressions with your negative keyword list, so that you can avoid overlap between the keywords and match types you're bidding on and your negative keywords. Again, sorry. None of these are guaranteed to improve your quality score, per se. But they all should certainly help. If you find yourself with low quality scores consistently, I recommend looking to other metrics and statistics as quality score is an indicator of relevancy, but not related to conversions, revenue, or transactions.

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Pay-Per-Click Fundamentals

34 video lessons · 3171 viewers

Elizabeth Marsten
Author

 
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  1. 1m 14s
    1. Welcome
      1m 14s
  2. 10m 9s
    1. What is pay-per-click (PPC) marketing?
      2m 2s
    2. Understanding PPC's role in your marketing mix
      2m 12s
    3. Pros and cons of PPC
      2m 30s
    4. Things to know before you get started
      3m 25s
  3. 14m 10s
    1. Creating a Google AdWords account
      5m 56s
    2. Creating a Bing Ads account
      6m 13s
    3. Setting up your account structure
      2m 1s
  4. 19m 32s
    1. Setting up campaigns in your new account
      6m 38s
    2. Choosing geographic targets and location-based settings
      4m 56s
    3. Setting daily and monthly campaign budgets
      3m 52s
    4. Creating ad groups without going overboard
      4m 6s
  5. 18m 32s
    1. Researching keywords
      5m 5s
    2. Selecting keywords
      5m 2s
    3. Selecting the match types for your keywords
      5m 4s
    4. Selecting negative keywords
      3m 21s
  6. 17m 13s
    1. Understanding what makes a good ad
      6m 31s
    2. Writing compelling ad copy
      4m 35s
    3. Testing your ad copy
      2m 49s
    4. Using dynamic keyword insertion in ad copy
      3m 18s
  7. 11m 41s
    1. What is quality score?
      3m 52s
    2. Using and improving your Google AdWords quality score
      4m 50s
    3. Using and improving your Bing Ads quality score
      2m 59s
  8. 16m 2s
    1. Using Google's Display Network
      7m 58s
    2. Understanding the Google and Bing search partner networks and how they work
      3m 51s
    3. Using the Bing Ads content network
      4m 13s
  9. 26m 43s
    1. Reviewing your metrics
      4m 32s
    2. Interpreting results
      6m 7s
    3. Installing conversion tracking
      8m 46s
    4. Troubleshooting common performance problems
      7m 18s
  10. 13m 14s
    1. Using the AdWords desktop editor
      2m 41s
    2. Using the Bing Ads desktop editor
      3m 9s
    3. Tips and tools for using offline editors
      7m 24s
  11. 1m 12s
    1. Next steps
      1m 12s

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