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learning_to_love_your_quality_score-mary_berk.ppt

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learning_to_love_your_quality_score-mary_berk.ppt

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

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