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Introducing Quality Impact – A New Way to Measure the Impact of Quality Score

“What do I get out of improving my Quality Score?” is a common question among advertisers; soon Bing Ads will answer this question via a new feature named Quality Impact.  Based upon the competition for the targeted traffic and the traffic volume, we will advise you the additional impressions you could gain by improving your Quality Score.  At its debut, Quality Impact analysis focuses on keywords having a Quality Score less than 6 where return of improving campaign quality is normally higher. The incremental impressions that Quality Impact projects are what you could gain if the Quality Score improved to 6 or more. Use it to find the biggest bang for your campaign optimization efforts.

 

How to access Quality Impact

You can access this new feature through the KW Performance Report or its API, it’s available under every view and you will receive the most up-to-date data from each view. Here are the steps to include it in your reports:

 

Step 1 – Choose Keyword Performance Report from Reports tab

Step 2 – Add “Quality Impact” from CHOOSE YOUR COLUMNS

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How to interpret the result – Quality Impact analysis has four different outputs

Analysis Result

Possible Impact of Improving Quality Score

1

Gain less than 100 additional impressions a day

2

Gain between 100 and 500 additional impressions a day

3

Gain more than 500 additional impressions a day

NULL

Information is not available

 

 

How to improvement Quality Score

First, let’s review Quality Score components

 

Possible Values

Definition

Overall Score

1 to 10 (6 is the baseline)

How competitive your keyword is in the marketplace

Keyword Relevance

Poor, No Problem, Good

How well your keyword competes against other keywords targeting the same traffic

Landing Page Relevance

Poor, No Problem

How relevant your ad copy and landing page is to the search query

Landing Page

User Experience

Poor, No Problem

Whether your site meets Bing Ads Relevance and Quality Guidelines

 

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  • Having a “Poor” in one of your subscore makes your keyword/ad less eligible to be served and could lower its Quality Score less than 6
  • Not having a “Poor” in any of your subscore makes your keyword/ad fully eligible to be served and earns a Quality Score of 6 or higher
  • Having a “Good” at Keyword Relevance subscore indicates your keyword/ad has a higher click through rate (CTR) than most of other keywords/ads targeting the same traffic, it could drive its Quality Score higher than 6

 

As mentioned in the beginning of this post, Quality Impact analyzes additional impressions a keyword could gain each day if it’s fully eligible to be served.

 

To improve your Quality Score

  1. Understand search users’ intent and provide relevant information on the landing page.  Since search engines and you share the same goal of presenting the most relevant information to the visitors to expand market share, a good way to analyze user intents is studying the top generic results and their web pages for the keywords you are bidding on. 
  2. Create compelling ads to collect more clicks
  3.  Use negative keywords and Broad Match Modifier to improve the search traffic quality your campaigns are engaging with  
  4.  Additional tips

Bing Ads Quality Score is built based upon your input and feedback, thanks for your support along the way and please keep sharing your thoughts with us.  Let’s work together to build a stronger marketplace.  May you all have a great holiday season.

 

Sincerely,

 

Ping Jen

Product Manager of Yahoo! Bing Network