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The Bing Ads quality score shows you how competitive your ads are in the marketplace by measuring how relevant your keywords, ads, and landing pages are to customers' search queries and other input.

You can find your PPC quality scores in your Keyword Performance Reports and in your Keywords list.

After reading this training, you will understand how to:

  • Understand quality score values.
  • View your keyword quality score.
  • Find out your impression share.
  • Troubleshoot why your ad isn’t displaying.

Quality scores and their impact

You can use your quality score to determine the best ways to optimize your keywords, ads and landing pages to help improve your ROI.

There are three elements used in Bing Ads quality score formula:

  • The expected click-through rate score reflects how likely your ads will be clicked and 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, taking into account how well your keyword has performed in the past relative to your ad's position.
  • The ad relevance score indicates the relevance of your ad and landing page to users. This score helps determine whether your landing page has sufficient information to engage with user intentions.
  • The landing page experience score describes whether your landing page is likely to provide a good experience to customers who click your ad and land on your website. Pages containing content commonly found on other websites, or that redirect users to advertising links will likely receive a score of Below Average, with limited eligibilty to run.

To complete our quality score calculation, each category is judged to be Below Average, Average, or Above Average.

If one or more of the three components of quality score is Below Average, most likely your score will be 5 or below. This means your keyword is underperforming.

If all three components used in our quality score formula are Average, or a combination of Average and Above Average, most likely your score will be 6 or higher. This means your keyword is considered to be competitive.

If all three components are Above Average, most likely your score will be 7 or above. This means the keyword is very competitive in the marketplace.

Get tips to help you improve your quality score.

Note: Quality score is updated every day, so changes to any of the components can impact your PPC quality score.

Factors that affect quality score

Keywords with scores of Above Average or Average, are eligible to serve ads on Bing and Yahoo search results pages. Keywords with scores Below Average with have limited eligibilty to serve ads in search queries.

Our quality score formula combines the expected click-through rate ad relevance, and landing page experience scores, which creates an aggregated quality score between 1 and 10.

To view your quality score, 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.

Quality score window

You can use the historic quality score options in Reports to review historic averages as far as 18 months from the current date.

To view your historic quality score, click Reports at the top of the page. Click the Keywords 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.

Ad relevance

Quality and relevance are an essential part of your ad campaign. Let’s say a customer types in her keyword, and a list of highly relevant search results and ads appear. Because the ad at the top seems most relevant, she clicks it. The advertising landing page appears, containing the offers shown in the ad, along with clear instructions with how to proceed. With a few more clicks, she executes a transaction.

What made the customer proceed? In this ideal example, the advertiser succeeded in creating a tight connection between keywords, ad copy, and landing page experience, as well as other established key advertising principles.  The advertiser likely understood how the web and search are dynamic, and decided to make reviewing their historic quality score a best practice.

Can’t find your ad?

If you’ve created an ad with a high quality score, your ad should display soon. Nonetheless, there are several other reasons why your ad may not be displaying. Here are some to check:

  • Valid payment method:   Bing Ads requires a payment method on file before your ads can display. For info on payment methods, see What are my billing options?
  • Enabled status: Ads won't run if the related campaign, ad group, or keywords are not enabled. For information on changing their status, see How to change your status, bid, and other settings.
  • Issue with a keyword: Check the Delivery status of your keywords on the Keywords tab. If a keyword's status is anything but Eligible, click the ellipsis icon More information icon next to the status for an explanation of the problem and how to fix it.
  • Editorial review: Offers from your catalog are typically processed within 48 hours after we receive the feed. However, if you wait to create your product ad campaign until the feed is approved, that can take another 24 hours for the ads to be eligible to be served.

If you’ve reviewed all of the above and still don’t see your ad, it might be due to the following:

  • Different ad position: Changes by your competitors to their bids could be affecting your ad position, for example, causing your ad to drop to another search results page. See What is "ad position?" to learn more.
  • Budget issues: Ads stop running when your campaign budget is depleted. For example, if you're using the daily budget option and you deplete your budget in the middle of the day, that's when your ad will stop running. For more info, see What are my budget options?
  • Targeting: If you have scheduled your ad to run only on certain hours of the day or days of the week, you may be looking for your ad at the wrong time. For more info, see How can I get my ads in front of my customers?

Lastly, if your ad group is targeted to specific geographical locations, times of day, or other target settings, you need to search using those same settings. For more info, see What are keyword match types, and how do I use them?

Ad Preview and Diagnostics Tool

After you make the necessary changes, use the Ad Preview and Diagnostics Tool on the Tools page. If your ad's anywhere on the first page of search results, you'll see a preview without any impact on your impressions or clicks. If your ad isn't on the first page of search results, the tool will explain why and offer suggestions on getting it there

Note: If your ad is lower than ad position 9, the tool will not preview it for you.

For info on improving your ad position, see Get my ad to the top of the search results page.

Impression share

Impression share is the percentage of impressions that your ads receive compared to the total number of impressions that your ads could get. Impression share is a good way to understand whether your ads might reach more people if you increase your bid or budget.

You can use the Bing Ads share of voice report for statistics about the percentage of ad impressions and clicks you may be losing. The report shows impression and click share information for account, campaign, ad group, and keyword performance.

To create a share of voice report, click Reports. If not already expanded, click Standard reports. Click Performance, and then click Share of voice.

Select the unit of time (Show (unit of time)), Date range, and the download Format you want. Click Run to run the report, or Download to download the report as a CSV or TSV file.

Read more about what impression share data to include in your report.


To improve your quality score and make sure that your ad appears on the Bing Network, remember these key points:

  • The overall ad quality score calculation includes values from a range of factors, including keyword and landing page relevance, as well as click-through rate performance.
  • Track your historic quality score in performance reports to monitor changes in your quality score over time.
  • Use share of voice reports to analyze impression share and make bid adjustments. 
  • Use Bing web resources to troubleshoot why your ads aren’t displaying.

Thanks for reading this training on quality advertising experiences. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.

Please note all features in this training may not be available in your market.