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. You'll find information on how to do this in Improve your quality scores to improve performance.
Your quality score is based on search traffic for the previous 30 days on Bing and Yahoo owned and operated sites.
Click the arrow to the right of the score to get details on the quality score for that keyword. For more info, see How to view your quality scores.
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.
- The landing page relevance score indicates how relevant your ad and landing page are to the customer's search query or other input.
- The keyword relevance score reflects how well your keyword competes against other keywords targeting the same traffic.
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.
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.