excel with bing: quality score we love you
TRANSCRIPT
Quality ScoreWe You
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John LeeSr. Client Training & Development Manager, Bing Ads Academy
Mona ElesseilyVice President Online Marketing Strategy, Page Zero Media
Today’s Speakers
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The basics of Quality ScoreDifferences between Google & Bing7 hacks for Quality ScoreUsing Bing Ads Intelligence to improve Quality Score
Agenda
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Quality Score is not a KPI. It’s a diagnostic tool.
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Quality Score Indicates Higher (or Lower) CPCs
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The Components of Quality Score
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Keyword Relevance Ad Relevance Landing Page Relevance
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Keyword Relevance
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Does my query match my KW and ad copy?How closely does ad copy relate to keywords?How does my CTR compare to competitors?How does my historical CTR compare to my competitors?
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Ad Relevance
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Is my ad relevant to the search
query?
Can users find what they are searching for on the landing
page?
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Ad Relevance
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Does my ad appear?Is my ad clicked on?
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Landing Page Relevance
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RELEVANT TRANSPARENCY
EASE OF NAVIGATIO
N
How Quality Score Works
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Ad Rank = Max CPC * QS
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Ad Rank = Max CPC * QS
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Ad Rank = Max CPC * pCTR
Ad Rank = Max CPC * pCTR
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Data on searches• Impressions • Clicks• CPC• CTR• Position•Device• Location• Seasonality• Clickback
You Can Actually Get a Glimpse Into This Data with Bing Ads
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Things to Keep in Mind…
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1) Share of Paid Clicks by Position
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2) Screen Size or Device Type
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vs
Mobile May Have Lower Expected CTR
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1 2 3 4 5 6 7 8 9 10 11 12 13 140.00%
5.00%
10.00%
15.00%
20.00%
25.00%
CTR
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3) Quality Score is Imperfect
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You May Have Lower Than Expected CTR Because…
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1) Seasonality: Denver in July vs. January?
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Seasonality May Bring Increased CTR Expectations
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July
2) Negative Keywords
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CTRCheck negative keywords
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Pause or Remove Poor Performing Keywords
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Find Relevant Keywords Using:
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• Keyword Planner• Campaign Planner• Bing Ads Editor• Bing Ads
Intelligence
3) Your Ads Are Not Great
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4) You Neglect Your Landing Pages
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Differences Between Google & Bing
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Where You Access Quality Score Information
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Keyword, Campaign and Account level
Broken down by component in UI reports
Keyword Level
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Quality Score Components
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eCTRAd RelevanceLanding Page Experience
eCTRAd RelevanceLanding Page Experience
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How Quality Score is Calculated
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eCTR is a predictive model. There’s no way both Google and Bing’s engineering teams came up
with the same scoring system.
7 Quality Score Hacks
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Hack #1Incremental Geographic Bidding
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Seasonality: Denver in July vs. January?
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Find High CVR & CTR Regions
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Hack #2Add Remarketing
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Audience Targeting (RLSA) Has Advantages in Quality Score
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Audience Targeting (RLSA) Has Advantages in Quality Score
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Use target + bid:• Customize ad copy• Brand affinity drives
higher CTR• Especially competitive
conquesting
Hack #3Use Ad Extensions
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Silly.Somehow people forget.
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Where People Look. Where the Clicks Go.
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With extensions Without extensions
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SUPER ADS! More Extensions are Better
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Seller RatingCalloutReviewSocial AnnotationSitelinks Location
A few days after launching Sitelink Extensions for the Xbox account, Performics saw a 60% increase in traffic and a 51% increase in the click-through-rate.- Performics / Xbox joint case study, Jan 2014
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More Extensions Are Better
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Hack #4Pick Your Battles (CPCs) with Share of Voice
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Quality Score and Impression Share are Delightful Together
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What share of impressions for the total marketplace are you missing out on – and why?
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Share of Voice Reporting = Impression Share
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Keyword: Flowers
% Lost due to landing relevance .04%
% Lost due to rank 41% Bids + CTR
% Lost due to keyword relevance 8% CTR
% Lost due to budget 8% Budget
% Lost due to bid 6% Bid
IMPRESSION SHARE 36% WHAT YOU NEED TO CHANGE
Landing page and negative kws
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Share of Voice Reporting = Impression Share
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Increase budget or change settings to accelerated.
1 BUDGET
Bid more. Your bid doesn’t meet the minimum we require.
2 BID
For quality scores of 8, 9 or 10 bid more, especially if ad position is >3.
3 RANK
1. An ad blocked by rank has passed ALL other filters 2. Rank is made up of 2 components:
MAX BID CTRRANK
= x
PREDICTED CTR OF QUALITY
SCORECVR X CPA
Deep dive on rank
Quality Score and Impression Share are Delightful Together
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3.Is bid or CTR the problem?
4. Rank is made up of 2 components:
MAX BID CTRRANK= x
PREDICTED CTR OF QUALITY
SCORECVR X CPA
Deep dive on rank (cont.)
Quality Score and Impression Share are Delightful Together
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Hack #5Start with Brand & Best Keywords for New Accounts
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Profile of Marketplace: Avg “Expected CTR” by Position
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1 2 3 4 5 6 7 8 9 10 11 12 13 140.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00% 1
2
3
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Let Brand and Best Terms Run
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Hack #6Weed Through High Impression, Poor Performing Keywords
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Periodically Review & Delete Poor Performing, High Impression Keywords
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Hack #7Improve Ads
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Test the Framing of Your Ads to Influence Clicks and Conversions
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Test Framing
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Title
Description
CTA
URL
Word Choices Lead to Higher Perceived Speed
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Contacted Hit Bumped Collided Smashed
Spee
d, in
MPH
Word choice leads to higher perceived speed
31
34
3839
41
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Test Lively Verbs to Inspire Action
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e.g. ROCK These Cowboy Boots at <chic store name>
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Apply the 5 Principles
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Pain Emotion Fear
Ego Contrast
Apply the 5 Principles
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Apply the 5 Principles
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“Hate when your garbage bag breaks?”Pain
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Now… Apply Science
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®
Probability of conversion Clarity of the value
proposition (why)Friction of
elements of process
Motivation of the user (when) Incentive to
take actionAnxiety about
entering information
C =4m+3v+2(
i-f)-2a
Credit: Marketing Experiments
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Focus Tactics Messaging
Anxiety
CredibilityNo hidden feesTime limit
Since 1984, As Seen on TV, NY Times
No Booking Fees, One-time, No Minimum
Ends by Date, Limited Time
Highlight loss vs. gain
Missing Out, Don’t, Why
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Focus Tactics Messaging
Value Prop
Quality
Low price
Selection
High Quality, Durable, Best Selling
Low Price Guarantee, Starting at $10, Bargain, Wholesale Pricing
Over 5,000 items, Huge Selection
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Focus Tactics Messaging
Incentive
Discount
Freebie
Free shipping
Up to 50% off, Save Extra 25%
Free Whitepaper, Buy One Get One
Free Shipping, Free Overnight
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Focus Tactics Messaging
Friction
Quick turnaround
Return policy
Ease of use
Ships Within 1 Day, Inventory Available
Free returns, 30 day returns, no hassle
Within Minutes, Quick & Easy, 3 Steps
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We can influence our search audience with smart, effective ad copy.
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How a Keyword Research Tool Can Help You Improve Quality Score
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Quality Score Reporting Alone Doesn’t Lend Insight
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This doesn’t tell you what you need to fix
Ad group Keyword Quality scoreAd Group A Keyword 1 1Ad Group A Keyword 2 1Ad Group A Keyword 3 4Ad Group A Keyword 4 1Ad Group A Keyword 5 1Ad Group B Keyword 6 2Ad Group B Keyword 7 2Ad Group B Keyword 8 1Ad Group B Keyword 9 4Ad Group C Keyword 10 2Ad Group C Keyword 11 2Ad Group C Keyword 12 1Ad Group D Keyword 13 2Ad Group D Keyword 14 2Ad Group D Keyword 15 1Ad Group D Keyword 16 2Ad Group E Keyword 17 1Ad Group E Keyword 18 2Ad Group E Keyword 19 3Ad Group E Keyword 20 2Ad Group E Keyword 21 1
Bing Ads Intelligence to the Rescue!
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Download BAI If You Haven’t Already
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https://aka.ms/intelligencetool
Run a Keyword Report in Bing Ads
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Include the following metrics:• Quality Score• LP User Experience• Quality Impact (for keywords
with QS of 5 or less)
Ad group Keyword Quality score Landing page user experience Quality impact
Ad Group A Keyword 1 10 3 0Ad Group A Keyword 2 10 3 0Ad Group A Keyword 3 10 3 0Ad Group A Keyword 4 6 2 0Ad Group A Keyword 5 10 3 0Ad Group A Keyword 6 6 2 0Ad Group A Keyword 7 6 2 0Ad Group A Keyword 8 10 3 0Ad Group B Keyword 9 6 3 0Ad Group B Keyword 10 10 3 0Ad Group B Keyword 11 6 2 0Ad Group C Keyword 12 8 3 0Ad Group C Keyword 13 6 3 0Ad Group C Keyword 14 6 2 0Ad Group D Keyword 15 7 3 0Ad Group D Keyword 16 6 2 0Ad Group D Keyword 17 6 3 0Ad Group D Keyword 18 6 2 0Ad Group E Keyword 19 7 3 0Ad Group E Keyword 20 8 3 0
Create a Pivot Table
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Remove keywords with quality score of 0
Now You Know What to Focus On!
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Row Labels Average of Quality score Average of Landing page user experience Average of Quality impactAd Group A 8.32 2.79 0.00Ad Group B 6.60 2.40 0.00Ad Group C 8.14 3.00 0.00Ad Group D 6.00 2.17 0.00Ad Group E 8.43 2.86 0.00Ad Group F 9.13 3.00 0.00Ad Group G 8.67 3.00 0.00Ad Group H 7.17 2.50 0.00Ad Group I 8.27 2.73 0.00Ad Group J 10.00 3.00 0.00Ad Group K 8.22 3.00 0.00Ad Group L 7.67 3.00 0.00Ad Group M 8.63 3.00 0.00Ad Group N 8.67 3.00 0.00Ad Group O 7.07 2.70 0.00Ad Group P 7.52 2.88 0.00Ad Group Q 8.50 3.00 0.00Ad Group R 8.00 3.00 0.00Ad Group S 7.80 2.80 0.00
Use BAI to Analyze Keywords
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• Run the keywords in the worst ad groups through BAI
• Use the “Keyword Categories” function
Check Category Relevance!
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Do the categories relate to your product/service, or are they way off?
Keyword Categories
Keyword Category Scoredrywall moisture proof Home_Improvement/Wall_Coverings 1.0000drywall moisture proof Home_Improvement/Home_Painting 0.2617drywall moisture proof Books_&_Literature/Nonfiction 0.2293moisture control drywall Home_Improvement/Wall_Coverings 1.0000moisture control drywall Home_Improvement/Climate_Control 0.2837moisture control drywall Lawn_&_Garden/Gardening_Supplies 0.2681moisture drywall Home_Improvement/Wall_Coverings 1.0000moisture drywall Home_Improvement/Home_Painting 0.2377moisture drywall Books_&_Literature/Nonfiction 0.2181moisture proof wall board Home_Improvement/Retaining_Walls 0.4368moisture proof wall board Home_Improvement/Wall_Coverings 0.3644moisture proof wall board Home_Furnishings/Rugs_&_Tapestries 0.3579moisture resistent drywall Home_Improvement/Wall_Coverings 1.0000moisture resistent drywall Home_Improvement/Home_Painting 0.2377moisture resistent drywall Books_&_Literature/Nonfiction 0.2181
Use BAI to Analyze Landing Pages
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• Run the landing pages through BAI• Use the “Webpage Keywords”
function
Use BAI Webpage Keywords as a Check
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• Do webpage keywords match your keywords?
• Are they tightly themed?Webpage Keywords
Input URL Keyword Score(client URL) air barrier systems 0.0597(client URL) barrier systems 0.0583(client URL) performance built 0.0543(client URL) games 0.0475(client URL) air barriers 0.0474(client URL) system overview 0.0440(client URL) controls air 0.0432(client URL) superior systems 0.0417(client URL) temperatures 0.0303(client URL) pre construction 0.0287(client URL) built ins 0.0266(client URL) packaging 0.0251
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Takeaways – Bing Ads Intelligence
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• Download Bing Ads Intelligence• Run a report for low QS keywords• Include QS, landing page experience, Quality Impact
• Put into a pivot table to find worst offenders• Use BAI “Keyword Categories” and “Webpage
Keywords” functions to gauge keyword relevance• Optimize!
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Relevance is key for Quality ScoreIterate and optimize to improve Quality Score over timeThink outside the box!
Overall Quality Score Takeaways
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Geograp
hy
Audien
ces
Ad Exte
nsion
s
Impre
ssion
Share
Delete
Poor
Perfor
ming Ke
yword
s
Impro
ve you
r Ads
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Q A
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Thank You!
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