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Learn how to develop, launch, measure, and optimize winning pay-per-click (PPC) marketing campaigns in this detailed course. Author and search engine marketing expert Elizabeth Marsten shows you the fundamentals of PPC advertising to help you drive targeted traffic to your website. The course begins with an overview of the PPC world, walks you through setting up Google AdWords and Bing accounts, shows how to set campaigns, explores how to craft compelling ad copy, and helps you measure and leverage results. You'll also learn how to use display and partner networks to increase your reach on other popular websites. Dive in and learn how to leverage this crucial, effective marketing channel.
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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