Rocco Alberto Baldassarre
Microsoft adCenter offers a remarkable quality score report that allows you to identify specific dates that changes took place – information you can employ to help out diagnose account issues. If you can tie a drop in quality score to the exact date you rolled out new landing pages it makes your life a lot simpler.
On top of this adCenter allows you to make a diagnosis the diverse factors affecting your overall quality score such as keyword relevance, landing page relevance and user experience – metrics which let you know where your account might have gone wrong recently. Let's explore the attributes of the adCenter Quality Score, how these scores affect your performance, and how you can optimize your account for better rankings.
Your Quality Scores will be on a scale of 1 to 10. These scores are calculated at the keyword level.
Quality Score Attributes
Essentially, the AdCenter Quality Score is an appraisal of your competitiveness in your keyword marketplace. These scores should lend a hand in you comprehending the strong point of your keywords when compared to your competitors.
Creating historic quality score report
To create an historic quality score report, go to Reports > Create new report > Select Campaign, Ad Group or Keyword performance report > Set unit of time to Day > Choose ‘change columns and layout’ and select the historic quality score metrics > Create new report.
Core attributions of the adCenter Quality Score
Keyword Relevance: How well your keyword competes against others buying the same keyword. Landing Page Relevance: How relevant your ad and landing page are to the search query. Landing Page User Experience: Whether the site meets adCenter editorial relevance and quality guidelines.
AdCenter judges keyword relevance to landing page
Relevant keywords must DOs:
- Keywords ought to specifically describe the products and services that are sold on your site.
- Keywords ought to be supported by substantial information on your site.
- If keywords are trademarks, they ought to comply with adCenter's Intellectual Property Guidelines.
How does adCenter determine if you have a great user experience from your ads to your landing pages? Here is a list of guidelines that adCenter will use to judge your landing page/website. You ought to review this list and see if you have any weak spots:
- Ad content ought to provide a clear and precise description of your website content, products, or services.
- Ad content ought to be as specific as likely; include keywords, if likely.
- Geographically targeted ads ought to include the name of the targeted location within the ad.
- Ads ought to not mislead or create the wrong impression with the user.
- Ads ought to be precise, truthful, and specific.
Effects on Performance
Your Quality Score will not have a straight effect on your performance. Quality Score in adCenter won't positively or negatively affect your ad rank or cost-per-click (CPC). The objective of these scores is to show advertisers where they are falling behind their competitors in relation to keyword relevancy and landing page user experience.
Ad Rank on Bing will still be determined by your bid, click-through rate (CTR), and overall keyword relevance to the user search query.
Another way to look at this is, the adCenter Quality Score is really a Competitive Score. The Competitive Score is composed of everything outlined above and you'll see this score in adCenter. The Quality Score is composed of CTR, bid, and overall keyword relevance and this score influences your ad rank and how much you pay per click.
While the adCenter Quality Score won’t impact your actual CPCs, it can be a very helpful metric for diagnosing issues within your campaigns – finding low Quality Score keywords and understanding whether it’s the keyword’s relevance, the landing page relevance, or the landing page user experience that is problematic can tell you what you need to improve on high-volume keywords. This will help get more exposure within auctions and have certain keywords better positioned to get maximum exposure on Yahoo and Bing.