Quality score: What it is and why it matters
The Bing Ads quality score shows you how competitive your ads are in the marketplace by measuring how relevant your keywords and landing pages are to customers' search queries and other input. The quality score can range from 1 to 10, with 10 being the highest. You can see the quality score on the Keywords, Campaigns, and Ad groups tabs on the Campaigns page.
Use your quality score to help determine where to focus your optimization efforts and improve your ROI.
Your quality score is based on search traffic for the previous 30 days on Bing and Yahoo owned and operated sites.
- Click Campaigns at the top of the page.
- Click the Keywords tab.
Click Columns and select the Qual. score column if it isn't already in the table.
The Qual. score column displays the score for each keyword.
Click the arrow to the right of the quality score to see the ratings for each performance measure.
- Click Reports at the top of the page.
Click the Keywords performance report. For more info on the basics of creating a report, see Create a performance report.
To view historic quality scores at the campaign or ad group level, select the Campaign or Ad group performance report. You can select specific campaigns or ad groups in the What to report on list.
- Select Day as the unit of time.
- In the Choose your columns section, select Historic quality score and any other historic attributes you want.
- Click Run.
You should always try to have a quality score of 6 or better. Here's what the numbers mean:
|1-5||The keyword is underperforming in the marketplace - perhaps it's not relevant to your ad, or the ad is poorly written. Its click-through rate (CTR) is lower than average compared to other similar keywords. So your ads are less likely to appear on the Yahoo Bing Network when that keyword is matched.|
|6||The keyword is competitive - your ads will show when customer search queries or other input include it - but its CTR is no better than average compared to other keywords targeting the same traffic.|
|7-10||The keyword is very competitive in the marketplace, and its CTR is higher than the average CTR of keywords targeting the same traffic.|
|-||If there's not enough data over the last 30 days to calculate a score, you'll see a dash (-) instead of a score.|
The quality score has three components, and each in turn has a score.
The landing page user experience score reflects the degree to which your landing pages follow the Bing Ads editorial guidelines.
Ideas for improving landing page user experience
What to do Why and how to do it Link your destination URLs to the correct webpages Customers aren't pleased if they click your ad title and end up on a page unrelated to the ad content. So if your ad is selling green teas, users should land on a page about green teas instead of one about teapots. Keep advertising links on your webpages to a minimum Websites whose content includes a large amount of advertising, without offering any other significant value to site visitors, are not attractive to customers. Instead, focus your content on what potential customers really want to know about - your services or products. Improve your website quality If your website is slow and difficult to understand, your potential customers will go elsewhere. Make sure your landing page loads quickly and is easy to read. Try reducing the number of graphic images, for example, or taking other appropriate measures to help it load faster. Use original, in-depth content Landing pages with original content (not copied from other sites) can improve your quality score and landing page user experience score, and may help improve your conversion rates. You can find more at Understanding Quality Guidelines for Bing Ads.
The landing page relevance score indicates how relevant your ad and landing page are to the customer's search query or other input.
Ideas for improving landing page relevance
What to do How to do it Keep related keywords and ads together Group related keywords and ads into their own ad groups, and then create a unique landing page for each group of ads and keywords. For example, if you're a tea retailer you could have separate ad groups with keywords and ads for green tea, black tea, and herbal tea. Give customers an overview Create a landing page that gives potential customers an overview of your products or services (for example, the different types of tea you sell). One landing page per product If your business sells different products or offers a suite of services, create individual landing pages for each of your products or services (such as green teas, black teas, and herbal teas). Then be sure to use these landing page URLs for your destination URLs. For more information on how to do this, see Send your customers to a specific landing page.
The keyword relevance score reflects how well your keyword competes against other keywords targeting the same traffic.
Ideas for improving keyword relevance
What to do How to do it Make sure your ad is relevant Ads that are relevant to searchers' queries or other input are more likely to have a higher click-through rate and, therefore, a greater positive effect on your quality score. For example, write an ad for green teas that includes appropriate keywords (green tea, sancha, dragonwell) and that sends your customers to a landing page optimized for those keywords. For more information, see About improving ad relevance. Remove underperforming ads and keywords Track how ads and keywords are performing using performance reports every two to four weeks. Delete ads and keywords that have a low click-through rate, especially if they also do not have a good conversion rate. For details on using reports, see Create a performance report. Add relevant keywords and negative keywords Use the Bing Ads keyword research tools to identify new keywords that are relevant to your site content. You'll find the Research Keyword tool on the Bing Ads Tools page. You can also download and install the Bing Ads Intelligence add-in for Microsoft Office Excel.
Use negative keywords to prevent ads from displaying in response to irrelevant search queries or other input. If you use phrase and broad match types, you will want to use negative keywords to help improve the click-through rate of your ads and keywords. For example, if your ad sells hair styling products and you have specified mousse as a keyword, you can prevent your ad from being displayed in response to a search on chocolate mousse or mousse dessert by specifying chocolate and dessert as negative keywords.
Assign search match types appropriately Start by using all the search match types when you add keywords to an ad group. After your campaign has run for a couple of weeks, run keyword performance reports to track their performance by match type. Remove the match types with poor impressions, clicks, and click-through rates, and stick with the ones that perform well.
A Poor score for one or more of the components will produce an overall low quality score of 1-5. However, if all three components have a score of Good or No problem, Bing Ads factors in your keyword CTR to produce a higher final quality score.
To learn how to ensure high quality ads, relevant landing pages, and create a great advertising experience for your customers, watch these videos (English only): The importance of being relevant and High quality scores start with great ad experiences.
- Traffic in the content network and the Bing and Yahoo syndicated search partner sites are not included when calculating your quality score.
- The quality score is usually updated between 14 to 18 hours after the end of the day in UTC time (Universal time, formerly GMT or Greenwich Mean Time). For example, if you live in the U.S. Eastern time zone, your quality scores would update 14 to 18 hours after midnight local time (5 a.m. Universal Time), or between 2 and 6 p.m. the next day.