The Art and Science

of Quality ScoreLearn to improve performance

in the Bing Ads auction

https://aka.ms/qualityscore

Christi Olson

Bing Ads Evangelist

Bing Ads, Microsoft

@ChristiJOlson

MJ DePalma

Sr. Global Channel & Ecosystem Marketer

Bing Ads, Microsoft

@mjdepalma

John Lee

Bing Ads Trainer

Bing Ads, Microsoft

@john_a_lee

Today’s Webcast Speakers

#BingAdsWebcast

Melissa Mackey

Search Supervisor

gyro

@Mel66

#bingadswebcast

Today’s Guest Speaker

Agenda

• The basics of Quality Score

• Differences between Google & Bing

• 7 hacks for Quality Score

• Using Bing Ads Intelligence to improve Quality Score

Quality ScoreSave time.Improve ROI. Grow your Business.

Quality Score is not a KPI. It’s a diagnostic tool.

Quality Score indicates higher (or lower) CPCs

Keyword Relevance Ad Relevance Landing Page Relevance

The components of quality score:

Does my query match my KW?

Does my ad appear?

Is my ad clicked on?

How does my CTR compare to competitors?

How does my historical CTR compare to my competitors?

Expected CTR

Ad relevance

Is my ad

relevant to the

search query?

Can users find what

they are searching for

on the landing page?

Landing page experience

RELEVANT TRANSPARENCY EASE OF NAVIGATION

New to Bing Ads?

Set an appointment with a specialist

to set up your account or campaign:

Need Optimization coaching?

Want to improve your Bing Ads campaign

performance? Schedule a free optimization

appointment with a Bing Ads specialist

We can help you adjust campaign

settings, help you select which

features to use and even walk you

through tools and best practices so

you can make the most of your

Bing Ads investment…. Click here to schedule your

new campaign appointment

Call us!1 877 635 3561 US & CA

Mon - Fri: 6 a.m. to 6 p.m. PT

Sat: 8 a.m. to 6 p.m. PT

Click here to schedule your

optimization appointment

Call us!1 877 635 3561 US & CAMon - Fri: 6 a.m. to 6 p.m. PT

Sat: 8 a.m. to 6 p.m. PT

Get coached by a

Bing Ads Specialist

Blog Post

Webcast recap on the blog.

Webcasts to help you learn.

Bingads.com/webcasts

For the full presentation*, register for the on-demand webcast here:

https://aka.ms/qualityscore

*Check out the Resource List in the webcast console to download the full presentation.

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view of Microsoft Corporation as of the date of this presentation.

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Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–

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