Bing Ads Quality Score

[WorldText]

Hi Mozzers,

We've just imported (around two weeks ago) our Adwords into Bing and are just evaluating it.

Pretty much across the board, but especially our best performing Ad Groups are showing up with abysmal quality scores.

Case in point: our best ad group has mostly 10s, two 9s and one 7 in Adwords, yet nothing over 3 in Bing.

Specifically landing page relevance is rated poor, keyword relevance and landing page experience as "no problem".

So, what specifically is Bing looking for on landing page relevance that's dramatically different to Adwords?

The Bing help references a blog post of 2 years ago suggesting increasing keyword count - yet the pages do well in organic search and adding more keywords to the copy will start to look artificial and stuffed, so I'm very reluctant to start there!

Any pointers?

[Branden_S]

Quality Score is primarily related to Click thru rate.   text ad and landing page relevancy is a very small part of quality score.  Focus on CTR.....3% is OK, but  5% - 40% is where you really want to be.

Make sure you are also using all 3 extensions. phone, location & site-link extensions.  These will increase CTR.

Also use Dynamic keyword insertion...mainly in headline.  Also use punctuation at the end of line 1 description, because this will cause description to be included after headline.

Are you using broad match type?  I highly suggest not using broad match type in adcenter.  I stopped using broad match type in all of my clients account a year ago and have seen quality scores increase dramatically....my lowest scores are 7...mostly 8-10.  I just use broad modified, phrase & exact.  AdCenter has a horrible keyword matching algorithm, and will match search queries that are not really relevant to your keyword.  Look at your search query report and build out a robust negative keyword list.  Make sure to import/export negative keywords from adwords to adcetner and vice versa.

[JasmineA]

There was just a really great piece on how QS is estimated in Bing on SEJ by Ping Jen. I would definitely recommend a read through!