Have you noticed that Bing Ads is starting to look a lot more like AdWords? But things still aren’t quite the same – for example, did you know that quality score is different for Bing Ads than it is for AdWords?
Let’s take a closer look at the differences and how you can get the most out of your keywords on the Bing Ads networks.
For both AdWords and Bing, quality score represents a similar idea: it’s a number between 1 and 10 that tries to measure and represent how relevant your keyword, ad content, and landing pages are for search engine users.
So, what makes them different?
First, let’s look at the AdWords quality score. Every time a keyword triggers your ad to show for someone’s search query, AdWords makes a calculation of your ad’s expected click through rate (ratio of ad clicks to impressions), relevance to the search, and landing page experience- that makes up the keyword’s quality score.
Once they’ve figured out your quality score, AdWords uses that, along with your keyword bids, to calculate your ad rank – how you measure up compared with other advertisers in the auction. That rank helps determines your ad’s position on the search results page. It can also have a big impact on your ad’s cost per click (CPC) – how much you’re paying for each click your ad gets.
Higher quality scores mean that AdWords thinks your ad content is relevant and has a great landing page. As we’ve discussed before, better quality scores can lead to higher ad positions on the search results page and lower CPCs. Talk about great rewards for relevant ads!
Bing Ads has a different take on things. Instead of being used in that ad rank calculation like AdWords, the Bing quality score is an indicator of how competitive your keyword is in the auction, compared with other advertisers’ keywords. They calculate your keyword’s quality score after it has gone through the auction, providing you with insight to help you optimize your ads.
So, the # 1 thing you need to know about the Bing Ads quality score? It doesn’t impact your, ad rank, CPC, or positioning! But that doesn’t mean you should ignore it.
Keeping an eye on the health of your Bing keyword quality scores is an excellent way to monitor your campaign’s competitiveness and determine where to focus your optimization efforts.
But what do those numbers mean? How much better is a 10 than an 8 or a 6? Here’s how Bing translates those numbers into actionable information about your keywords:
When your keywords aren’t meeting your goals, check your quality scores. If you’re willing to do a little bit of digging, these quality scores can help guide your improvement efforts. Just like on AdWords, you can check the quality score details box to find out what needs improving – either your keyword relevance, landing page relevance, or the landing page user experience.
Now that you know how the Bing Ads quality score works, take a moment to give your keywords a closer look and see how you measure up against the competition. It’s a great way to find out where there’s room to make small changes that could help you maximize your ad reach on the Bing Ads networks and improve your ROI.