Achieving Your Optimum Quality Score

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Achieving your optimum quality scores by Ping Jen. This presentation was given at SES Chicago 2012.

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Achieving Your Optimum Quality Score

  1. 1. Chicago | November 12–16 Achieving Your Optimum Quality Score Ping Jen Bing Ads Product Manager
  2. 2. Chicago | November 12–16, 2012 | #SESCHI “Quality Always” Page 2/10
  3. 3. Chicago | November 12–16, 2012 | #SESCHI Say What You Do Do What You Say KW Relevance Landing Page Relevance Landing Page User ExperiencePositive Experience Same Ingredients for a Successful Campaign at Both Markets Page 3/10
  4. 4. Chicago | November 12–16, 2012 | #SESCHI Quality Score Quality Score Goal of Bing Ads Quality Score: providing more visibility to advertisers on their campaign performance +Auction Performance Marketplace Performance Bing Ads Quality Score indicates auction and marketplace performance. Advertisers can • Track Quality Score trend in KW, ad group and campaign level • Analyze the impact of having a poor Quality Score Option One: Option Two: Page 4/10
  5. 5. Chicago | November 12–16, 2012 | #SESCHI Landing Page User Exp. Keyword Relevance Landing Page Relevance 6 < QS <= 101 < = QS < 6 Poor Poor No ProblemNo Problem No Problem Poor Keyword performs better than most of others targeting the same traffic Yes No QS = 6 • Having a “Poor” in one of your subscore makes your 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 ad has a higher click through rate (CTR) than most of other keywords/ads targeting the same traffic and drives its Quality Score higher than 6. Quality Score Elements & Logic Auction Performance Marketplace Performance+ Page 5/10
  6. 6. Chicago | November 12–16, 2012 | #SESCHI How to achieve the optimum Quality Score What’s for dinner? www.pmart.com Find premium steaks, chops, seafood + more at P Mart. Meat Store “Beef ribs” [Turkey sausage] “T bone” Bacon ….. Landing Page - Provide sufficient information to complete searcher’s tasks and enrich search experiences Ad Copy - Able to effectively engage with search users intents KW – Relevant to search user intent Measurement - Landing Page Relevance - Landing Page User Experience - KW Relevance - KW Relevance Build your optimum campaign from the ground up Page 6/10
  7. 7. Chicago | November 12–16, 2012 | #SESCHI How to Optimize Landing Page Relevance and User Experience Study search engines’ top search results to analyze  Search user intents  Landing page best practices for your business Comply with Bing Ads Relevance and Quality Guidelines, key requirements include:  Not redirect site visitors unexpectedly to unrelated domains  Not display a high density of advertising above the fold, and/or consist significantly of advertising or links  Not feature content that functions primarily to support ad monetization  Not redirect site visitors to other businesses, without adding significant value Page 7/10
  8. 8. Chicago | November 12–16, 2012 | #SESCHI How to Optimize Keyword Relevance What’s for dinner? www.pmart.com Find premium steaks, seafood + more at P Mart. Hot Foods Trends www.pmart.com Find trendy receipts to prepare salmon at P Mart. Wild King Salmon www.pmart.com 20 pounds Taku River King Salmon Fillets for $499 Wild King Salmon|www.pmart.com 20 pounds Taku River King Salmon Fillets for $499 Wild King Salmon www.pmart.com 20 pounds Taku River King Salmon Fillets for $499 Improve Ad Copies  Articulate different selling points  Leverage your brand name by creating long ad title  Fine-tuning with Ad Rotation Function Find the right audience  Broad Match Modifier: +pet diabetes drugs  Negative keywords: -”pet”,  Targeting  Days  Time  Demographic  Device Page 8/10
  9. 9. Chicago | November 12–16, 2012 | #SESCHI Study Quality Impact to Prioritize Your Optimization Tasks 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 0 Information is not available Quality Impact  Advise the additional impressions advertisers could gain after improving Quality Score  Analyze both the competition for the targeted traffic and the traffic volume  Available for keywords having a Quality Score less than 6 where return of improving campaign quality is normally higher Outcome How to access Step 1 – Choose Keyword Performance Report Step 2 – Add “Quality Impact” from CHOOSE YOUR COLUMNS Page 9/10
  10. 10. Chicago | November 12–16, 2012 | #SESCHI “I haven’t changed anything. Why has my Quality Score changed?” Answer – While you are sitting still, your competitors keep optimizing their campaigns and become more competitive. Use historical Quality Score to monitor the competition. Top FAQs of Bing Ads Quality Score “What is the relationship between Quality Score and ad rank?” Answer – Bing Ads Quality Score is an after-the-fact indicator of your ad’s performance in auction and marketplace. Use it to analyze competition and optimize your campaigns. Page 10/10

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