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Bing Ads Improving Quality Score for Advertisers – Here’s What Changed

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Bing Ads is making some changes to improve how they handle quality score, making it easier for advertisers to understand their quality scores as well as making it available more quickly based on  historical data.

Quality Scores Updated Faster

When there isn’t enough data to give a quality score to an ad, Bing doesn’t report any score or give feedback on how well it might perform.  With this change – first being made available in the US – Bing will provide an estimated quality score based on marketplace data.  This will then be replaced by the actual quality score when Bing Ads has collected enough data.

Score Simplification to Reduce Noise

They are simplifying the score reporting to be “based on a mix of customers’ search queries and other inputs that match your keyword exactly”.  This is designed to reduce the noise in how scores are reported.  They also have updated Share of Voice reporting to reduce noise as well.

Matching Terminology with Industry Standards

Bing is also making some changes in some of the terms used within Bing Ads in order to match it with industry standards.  This will make it easier for newer advertisers to match their campaigns on Google AdWords with Bing Ads when importing or adding campaigns they are currently using on other pay per click platforms.

  • Keyword relevance is now Expected click-through rate
  • Landing page relevance is now ad relevance
  • Landing page user experience is now Landing page experience.

When will you see these changes?

While the quality scores being updated sooner is first being launched for the US market only, the rest will have either already been updated in your Bing Ads account in the past few days or it will be active in your account sometime this week.

Bing also released a video detailing the new changes.

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Jennifer Slegg

Founder & Editor at The SEM Post
Jennifer Slegg is a longtime speaker and expert in search engine marketing, working in the industry for almost 20 years. When she isn't sitting at her desk writing and working, she can be found grabbing a latte at her local Starbucks or planning her next trip to Disneyland. She regularly speaks at Pubcon, SMX, State of Search, Brighton SEO and more, and has been presenting at conferences for over a decade.

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