Learn more about the concept of quality scores in Bing and Google and see why it matters for your overall budget and ranking.
- [Instructor] If you're a great copywriter, you can improve the quality score of your ad significantly, and as a consequence, secure betting ad rankings without the need to increase your cost-per-click. This matters a lot. If it's done well at scale, you will incur great savings for your clients and employers. Both Bing and Google take quality score into consideration when they assign rankings. Remember, as search engines, they do sell clicks and the best ad copy attracts the most clicks. They also need to ensure a good user experience where the user can find the best possible answer to their search.
On the left, you can see what a quality score looks like for Bing Ads. On the right is what is looks like for Google AdWords. So, very similar indeed. There are slight differences in how Bing and Google determines quality score. Let's focus on the most important general factors and this will include the click-through rate that an ad attracts relative to other competing ads, the relevance of your landing page and ad copy, since that will be what determines if the user found what they were looking for.
Therefore, issues like site load speed and accessibility are also important. Then the relevance of your keywords that are contained in the ad copy and the landing page should also align to what the user searched for. Remember, with Google, your CPC, the cost-per-click, is also a factor. One of the only ways to maintain a slightly lower CPC and still trigger your ad, especially with Bing, is to start out with good and compelling ad copy.
With Bing, you can test whether your ad is not showing due to a low bid or due to poor ad copy, which is the method that I prefer since the alternative of using automated bidding rules instead of manual clicks can quickly cause a spike in your cost-per-click. Remember, if your ad bid is very close to the recommended bid for an individual keyword, but the ad is not showing, the most likely reason is probably the quality score, and this can be rectified through more compelling, unique, and compliant ad copy.
You'll find some thought leadership that suggest quality scores are somewhat irrelevant if metrics like conversion rate and acquisition cost are good, which is understandable, but my suggestion is that in order to optimize for the best cost and position, that you do pay attention to your quality score as well.
- Understanding the difference between search and display advertising
- Mapping PPC marketing to the sales funnel
- Using marketing agencies and campaign specialists
- Creating a Bing Ads account
- Creating a Google AdWords account
- Granting access to third-party users
- Setting up a campaign in Bing Ads and Google AdWords
- Setting keyword match types
- Copywriting for PPC ads
- Improving the quality score of your ads across different networks
- Using goals and conversion tracking
- Handling typical problems in PPC advertising