Your quality score shows you how competitive your ads are in the marketplace. Use it to help optimization your campaigns and improve your ROI.

The Bing Adsquality 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.

View your keyword quality score
  1. Click Campaigns at the top of the page.
  2. Click the Keywords tab.
  3. 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.

  4. Click the arrow to the right of the quality score to see the ratings for each performance measure.

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View your historic quality scores

  1. Click Reports at the top of the page.
  2. 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.

  3. Select Day as the unit of time.
  4. In the Choose your columns section, select Historic quality score and any other historic attributes you want.
  5. Click Run.
Quality score values

You should always try to have a quality score of 6 or better. Here's what the numbers mean:

Quality ScoreDescription
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.
How quality score is calculated

The quality score has three components, and each in turn has a score.

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  • 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. This score predicts whether your keyword is likely to lead to a click on your ads (that is, expected click-through rate), taking into account how well your keyword has performed in the past relative to your ad's position.

    Ideas for improving keyword relevance
    What to do How to do it
    Improve your click-through rate (CTR) There are several ways to potentially improve your CTR, such as improving your ad copy, properly organizing your campaign, and improving your ad position. For details on each of these options and more, see How do I improve my ad campaign performance?.
    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 Adskeyword 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.

Common questions about quality score
Why don't I see a quality score?
Bing Ads may not have enough data to calculate a score. So if your ad has had an Active status for several weeks and isn't displayed on syndicated sites, and you still don't have a score, consider making some of the changes suggested above.
Does Bing Ads calculate quality scores for different match types?
Yes. Different match types expose keywords, ads, and landing pages to different audiences and different competitors. So a keyword with an exact match type can have a quality score different from the same keyword with a broad match type. You can learn more about match types in What are keyword match types, and how do I use them?.
What's the difference between Bing Ads and AdWords quality scores?
AdWords uses your quality score and bid to calculate your ad rank, a value that helps determine your ad position. Bing Ads calculates quality score after your keyword's gone through the auction, and uses it to help you identify ways to optimize the performance of your campaigns and ads, and ultimately help boost ROI. You'll find more information in What you need to know about the Bing Ads quality score.
How can I track my quality score changes over time?
You can use the historic quality score options in performance reports to review historic averages of keyword relevance, landing page relevance, landing page user experience scores, and quality scores going back as far as 18 months from the current date.
Why did my quality score suddenly change? I haven’t done anything to my campaign!
If your competitors keep optimizing their campaigns to make them more competitive, that could affect your quality score. So track your historic quality score in performance reports to monitor changes in your quality score over time. Then respond by making some of the changes recommended above.
Are the quality scores I see listed for my campaigns and ad groups the same as for keywords?
Bing Ads provides quality scores at the ad group and campaign level by aggregating the quality scores of the keywords associated with those ad groups and campaigns. You can learn more about them and how they can help you in The Importance of Aggregated Quality Score in Bing Ads. You can track aggregated quality scores over time by running campaign and ad group performance reports that include historic quality score.
Can I improve my ad group’s aggregate quality score by just pausing keywords with low quality scores? Or should I delete them?
Pausing keywords with low quality scores could help your ad group’s aggregate quality score, but deleting the keywords is more immediate and certain. When you pause a keyword, it stops getting impressions. The keyword’s relative importance within its ad group will drop, and that can reduce its impact to its ad group’s quality score. Once the keyword’s been paused for a month there’s not enough data to calculate its quality score, and it will no longer affect the ad group quality score. However, deleting keywords with low quality scores will immediately remove them from the calculations for the ad group aggregated 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 Yahoosyndicated 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.