Click quality is an important concern for pay-per-click advertisers. Invalid, or low-quality, clicks can negatively impact overall campaign performance. Consider that click-through rate (CTR) is the ratio of the number of times an ad is clicked to the number of times the ad is displayed. If there is a significant amount of irrelevant clicks, CTR will be inflated, thus throwing off performance reporting.
Bing Ads uses real-time and post-click systems and performance reports to guard against click fraud, and low-quality or invalid clicks.
After reading this training, you will understand how to:
Each time your ad is clicked, Bing Ads categorizes the click as either a standard-quality click, a low-quality click, or an invalid click.
You are billed for standard-quality clicks, and should not be billed for low-quality or invalid clicks.
You can use several different kinds of performance reports to help you identify low-quality clicks, invalid clicks, and click fraud:
Note: Bing Ads doesn’t include campaigns, ad groups, keywords, etc. with zero impressions in any reports.
The data available in the different performance reports offer a snapshot of how your campaigns are performing with regards to click quality. Each Bing Ads report contains a subset of attributes and statistics, displayed in a column.
Here are the definitions of the most common report fields you need to know for understanding click quality:
Note: After you run a report, you can customize its layout by rearranging the attributes and performance statistics or by filtering out unwanted data.
To understand where your business’s high performing traffic comes from, you may also need to exclude certain websites from the Bing Ads Syndicated Partner Network. You can find out what those are by accessing the Website URL (publisher) report on the Reports page.
Much like click-through rate is a percentage of impressions resulting in a click, conversion rate is the percentage of ad clicks that result in a conversion, for example, a purchase or a registration. A sudden change in your conversion rate could mean an increase in low-quality and invalid clicks. Using conversion tracking and Bing Ads Universal Event Tracking makes it possible to analyze the number of clicks your ads are getting and the number of conversions being generated.
Bing Ads quality score shows you the quality of your keywords, ads, and landing pages, which helps you understand how competitive your ads are in the marketplace. Your quality score can range from 1 to 10, with 10 being the best. Monitoring your quality score regularly can help you identify keywords, ad groups or campaigns where click quality may be an issue.
Components of quality score include CTR and Expected click-through rate, which has sub-scores of Above Average, Average, and Below Average. If there is an influx of low-quality or invalid clicks and CTR drops, quality score may drop as well. Beyond click quality, monitoring quality score can help you to determine the overall relevancy and health of your campaigns.
Let’s say your keyword had a quality score of 4. You could research the Expected click-through rate component to investigate if it’s Below Average. If it is, then you can make changes to improve it by optimizing negative keywords, ad copy or landing pages. For tips on how to do this, read more about quality score in depth.
Sudden increases in click volume can be the result of many factors, and can often be good for you and your business. Increased click volume could be entirely made up of good clicks. Check if the following may be causing increased click volume:
To account for natural fluctuations, set up a daily or monthly budget that allows for trends and fluctuations.
If you’ve identified low-quality click activity and/or suspect click fraud that Bing Ads has not detected, contact Bing Ads Support. A Bing Ads representative will contact you once they receive your inquiry. Depending on the outcome of the investigation, your bill may be adjusted.
Click quality is important to all pay-per-click advertisers — it directly correlates with campaign performance. While working with your campaigns, remember these key points about click quality:
Thanks for reading this training on click quality. Continue your training or move onto take the Bing Ads Accredited Professional exam to become accredited.
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