quality score we ♥ you | excel with bing @ smx west 2017

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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Author

Needs to be updated when final deck is ready but I've put in our flow here

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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 * 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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Mainlin.

..

Mainlin.

..

Mainlin.

..

Mainlin.

..

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a...

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a...0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

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

http://advertise.bingads.microsoft.com/en-us/WWDocs/User/search/cl/casestudy/4930/global/Bing-SMB_Performics_CaseStudy_EN.pdf

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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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Author


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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


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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.)


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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


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“Hate when your garbage bag breaks?”Pain

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Now… Apply Science

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Author


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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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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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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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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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Author


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

Author


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Q A

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Thank You!

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The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation.

Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the dateof this presentation.

Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–REGARDING THE INFORMATION IN THIS PRESENTATION.