learning_to_love_your_quality_score-mary_berk.ppt

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  • 1.
    • Mary Berk
    • Director of Network Quality
    • November 13, 2008
    • PubCon, Las Vegas
    • www.advertising.microsoft.com
    • www.adcentercommunity.com
    Learning to Love Your Quality Score
  • 2. Loving Your Quality Score?
    • Love? (Really?!?)
    • A recent study concluded the following – among “active searchers”:
    • If a user is given poor ads, she is 60% less likely to use the engine again
    • If a user is given poor ads she is 40% less likely to recommend the search engine
    • If a user is given poor ads she is 25% less likely to make the search engine a “preferred engine”
    • What’s more, a user will rank the entire search engine 60% lower if he is given poor ads on a single engagement
    • There may be a relationship between the quality of ads and the perceived relevance of the top organic listings
    • If a user is given good ads he will put the top sponsored in his initial consideration set; if he is given a single poor ad he will not include any top sponsored in his consideration set
    • #1 ask from advertisers is to grow query share. We have to care about quality .
  • 3. What does a Quality Score do?
    • What does a Quality Score do (aside from the obvious)?
    • Determines an advertiser’s minimum bid for a keyword based on various factors
    • Determines an ad’s rank:
    • Old Way: Rank = Bid x CTR
    • New Way: Rank = Bid x CTR x QS
    • Gives visibility to advertisers about how algorithm changes may have affected them (acts as a disclosure mechanism)
    • Gives actionable feedback on various aspects of campaigns to advertisers
    • Incents advertisers to optimize their campaigns – better performance  lower costs
    • Helps advertisers spend money – sounds funny, but it’s true
  • 4. The logistics of a quality score – How it works, roughly… The “Secret Sauce “ Input #1 Input #2 Input #3 Input #4 Input #5 Min Bid Landing Page Score Ad Text Score User Engagement Score Bidding Score
  • 5. What do we consider as inputs into quality?
    • Account-level factors
      • Does the account have a high number of policy violations?
      • Does the account make frequent appeals that are not overturned?
      • Is the account on the hole regarded highly by consumers?
    • User inputs
      • Does the user find what she needs on the site?
      • Are there strong conversion levels?
      • Does the ad perform well regardless of position?
      • Does adCenter receive consumer complaints about the advertiser?
    • Site behavior and attributes
      • Is there a responsible privacy policy?
      • Does the site violate adCenter policies?
      • Does the site offer pop-ups, leave-behinds, or disable the back button?
    • Ad text attributes
      • Is there a strong call to action?
      • Is the statement grammatically correct? Spelled correctly?
    • Keyword bidding behavior
      • Are keywords deeply relevant to the advertiser’s site?
      • Does advertiser bid on inappropriate terms, including trademarks?
    Our primary focus is on the end user’s experience
  • 6. How We Think of the Microsoft Advertising Network
  • 7. Quality Counts!
    • Traffic Quantity Isn’t Everything…. Quality Counts
    • adCenter/Live Search
    • Led overall conversion rates (3.8%) among search engines
    • Drove 18% of purchase and 15% of dollars based on 9% of the traffic , indicating adCenter/Live Search’s efficiency in driving conversion and dollars spent early during the purchase cycle
    • Special strength areas include mass merchants, department stores, specialty apparel, specialty home, and consumer electronics advertisers. 
    Custom research by NNR for Microsoft adCenter, January 2008
  • 8. Disallowed Advertiser Types
    • Made for Advertising (MFA)
      • Not permitted
    • Spammers & Scammers
      • Not permitted
    • For more information on adCenter quality suggestions and policies, please visit:
    • Quality Guidelines
    • http://help.live.com/help.aspx?project=adCenter_live_ss&mkt=en-us&querytype=keyword&query=yekdi128 Path : help.live.com, search on “high-quality ad experience”
    • Blog Post and Policies http://www.adcentercommunity.com/blogs/advertiser/archive/2008/07/03/reap-the-benefits-of-high-quality-ads-how-to-deliver-a-high-quality-experience-to-your-customers-on-live-search.aspx Path : Home > Advertise > Search Advertising > Frequently Asked Questions (FAQ)
  • 9. adCenter Community Gets More Sociable! http://Twitter.com/adCenterBlog www.adCenterCommunity.com
  • 10. Getting Started with Microsoft Advertising
    • Microsoft Advertising Products
    • adCenter – Search-based ads ( http://advertising.microsoft.com/search-advertising )
    • adCenter Publisher – Publish adCenter’s ads on your website (see Betas below)
    • Content Ads – our contextual ads program. Your ads could be seen on Facebook, Wall Street Journal, CNBC, Fox Sports, MSN, and more. ( http://advertising.microsoft.com/search-advertising/content-advertising )
    • Mobile Search, Cashback, Display ads, and more
    • Tools
    • adCenter Add-In – Understand your keywords ( http://advertising.microsoft.com/search-advertising/adcenter_addin )
    • adCenter Analytics – Know your traffic ( http://advertising.microsoft.com/search-advertising/adcenter-analytics )
    • adCenter Desktop – Manage your campaigns offline (see Betas below)
    • Resources
    • adCenter Community Blog – www.adcentercommunity.com
    • Participate in Betas – http://advertising.microsoft.com/adcenter-beta-pilot-home
  • 11. Thank You. Mary Berk [email_address] http://advertising.microsoft.com http://adcentercommunity.com http://Twitter.com/adCenterBlog