We have listened to your feedback on improving quality score to help you make optimization decisions in a more efficient way. Today, we are excited to announce an upgraded quality score is coming! We expect this update will reach advertisers in all Bing Ads markets within next few days.
What is changing?
In this update, we improved quality score in the following ways:
- More quality scores: In the past, your quality score would be "-" if your ad hadn't been active long enough to gather sufficient data. In the updated quality score, we will provide a quality score based on marketplace data in instances when there is not enough reporting history, offering insight into your ads’ performance so that you can quickly take any necessary action to improve performance. This coverage expansion will first roll out to US market, with global markets following soon.
- Simplifying how score is reported: With this update, the quality score will be reported based on a mix of customers' search queries and other inputs that match your keyword exactly. This reduces the noise in reported quality scores, making it more reflective of the factors that determine your ads’ visibility during auctions. At the same time, we also updated Share of Voice (SOV) reporting, which will evaluate impression shares only based on eligible impressions to reduce noise in SOV report.
- Easier comparisons: We have changed some of the quality score terminology to match industry standards, making it easier to compare across different online advertising websites.
- Keyword relevance is now Expected click-through rate
- Landing page relevance is now Ad relevance
- Landing page user experience is now Landing page experience
The renamed sub-components are more clear and better aligned with how marketplace intelligence determines your ads’ ranking within the auction (refer to this blog post for more about our auction). The corresponding names of SOV metrics in performance reports will be updated consistently with the same terminology. We also changed the text used for sub-score values to “Above Average”, “Average”, and “Below Average”, explicitly reflecting the fact that these sub- scores are relative ratings by comparing your ads with the marketplace.
What is the impact to you?
Once the update reaches your account, all of your keywords’ quality scores will be generated by the updated calculation method. Historic Quality scores recorded in performance reports before the update takes effect will not be overwritten.
We highly recommend that you to keep monitoring keywords with quality scores lower than 6 so that you can take early actions to make improvements. Here are some general ideas which you can consider for optimization (refer to Quality score in depth for more ideas):
As you know, Bing Ads quality score is calculated based on live marketplace quality measurement, constantly updated by your ads’ performance during actual auction time. It does not impact ad ranking.
The upcoming updates only impact how quality scores are reported; our goal is to make it more transparent and easier to use. It won’t have any direct impact on your ad performance -- your ads will continue to behave as they did before. Also, aggregated quality score will still be an impression-weighted average score at the ad group and campaign levels, rolling up from keyword level quality score.
Please keep in mind that quality score is a representation of the feedback that Bing Ads is providing in order to help you understand how effective your keywords and ads are. A higher quality score means your ads are more competitive, which can result in extra benefits (such like lower CPC and better ad position).
With that in mind, please use quality score as a guide and focus on the long term performance goal rather than simply pursuing the numbers; look for ways that you might improve the experience that a visitor has with your site, e.g. more relevant landing pages, more descriptive ads, etc.
Your goals are our goals, we really hope this upgrade will help you to be more competitive in Bing Ads.
Check out this video for a quick overview of the upgraded quality score.
To learn more about the Bing Ads Quality Score, please visit the Bing Ads Help Center.
Thanks for reading!
Program Manager, Bing Ads Platform