the art and science of quality score -...
TRANSCRIPT
The Art and Science
of Quality ScoreLearn to improve performance
in the Bing Ads auction
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
How Quality Score Works
Ad Rank = Max CPC * QS
Quality Score is imperfect
Ad Rank = Max CPC * QS
Ad Rank = Max CPC * pCTR
Data on searches
• Impressions
• Clicks
• CPC
• CTR
• Position
• Device
• Location
• Seasonality
• Clickback
17
You can actually get a glimpse into this data from Bing Ads
Share of paid clicks by position
Side Note: 5.3% of search came from “sidebar” ads
0
2,000
4,000
6,000
8,000
10,000
12,000
Mainline
01
Mainline
02
Mainline
03
Mainline
04
Sidebar
01
Sidebar
02
Sidebar
03
Sidebar
04
Sidebar
05
Sidebar
06
Sidebar
07
Sidebar
08
Sidebar
09
Sidebar
10
Clicks by Position
Profile of Marketplace: Avg “Expected CTR” by position
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
Mainline
01
Mainline
02
Mainline
03
Mainline
04
Sidebar
01
Sidebar
02
Sidebar
03
Sidebar
04
Sidebar
05
Sidebar
06
Sidebar
07
Sidebar
08
Sidebar
09
Sidebar
10
Profile of Marketplace: Avg. “Expected CTR” by position
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00% 1
2
3
Good
Not as Good
Good
Screen size or device type
vs
Mobile may have lower expected CTR
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
Mainline
01
Mainline
02
Mainline
03
Mainline
04
Sidebar
01
Sidebar
02
Sidebar
03
Sidebar
04
Sidebar
05
Sidebar
06
Sidebar
07
Sidebar
08
Sidebar
09
Sidebar
10
CTR
Seasonality: Denver in July vs. January?
Seasonality may bring increased CTR expectations
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%January
July
Check which negative keywords
block your bidded terms
Negative Keyword Conflict Reports
Pause or remove poor performing
keywords
Add relevant keywords to your
account using:
• Keyword Planner
• Campaign Planner
• Bing Ads Editor
• Bing Ads Intelligence
Differences between Google & Bing
Where you access Quality Score information
Keyword, Campaign and
Account level
Broken down by component in
UI reports
Keyword Level
Where you access Quality Score information
In the UI through a
Performance Report, you can
track historical QS over time
Through scripts or third party
platforms/tools
Quality Score components:
eCTR
Ad Relevance
Landing Page Experience
eCTR
Ad Relevance
Landing Page Experience
How Quality Score is calculated
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
Hack #1Incremental Geographic Bidding
Seasonality: Denver or Miami?
Find High CVR and CTR regions and get more
Hack #2Add RemarketingBrand affinity (visit homepage)
Audience targeting (RLSA) have advantages in Quality Score
Audience targeting (RLSA) have advantages in Quality Score
Use target + bid:
• Customize ad copy
• Brand affinity drives higher
CTR
• Especially competitive
conquesting
Hack #3Use Extensions
44
Silly.
Somehow people forget.
Where people look. Where the clicks go.
With extensions Without extensions
SUPER ADS! More extensions are better.
Seller Rating
Callout
Review
Social Annotation
Sitelinks
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
More extensions are better
Hack #4Pick your battles (CPCs)with Share of Voice
Quality Score and Impression Share are delightful together
What share of impressions for the total marketplace are you missing out on – and why?
Sharing of voice reporting = Impression Share
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
Sharing of voice reporting = Impression Share
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 SCORE
CVR X CPA
Deep dive on rank
3. Is bid or CTR the problem?
4. Rank is made up of 2 components:
MAX BID CTRRANK= x
PREDICTED CTR OF QUALITY SCORE
CVR X CPA
Deep dive on rank (cont.)
Sharing of voice reporting = Impression Share
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
Hack #5Start with brand and best keywords for New Accounts
Profile of Marketplace: Avg “Expected CTR” by position
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00% 1
2
3
Good
Not as Good – Lower then expected
Good
Let brand and best terms run
Hack #6Delete high impression poor performing keywords
Periodically delete poor performing high impression terms
Hack #7Improve Ads
Improve ads
Test the framing effect to influence clicks and conversions.
Test framing
Title
Description
CTA
URL
Contacted Hit Bumped Collided Smashed
Sp
eed
, in
MP
H
Word choice leads to higher perceived speed
31
34
38
39
41
Word choices lead to higher perceived speed
Improve ads
Test lively verbs to inspire action.
e.g.
Rock these Cowboy Boots at <Storename>
Test lively verbs to inspire action
Apply the five principles
Pain Emotion Fear Ego Contrast
Apply the five principles
70
“Hate when your garbage bag breaks?”Pain
Apply the five principles
Now apply science
®
Probability of conversion
Clarity of the value proposition (why)
Friction ofelements of process
Motivation of the user (when)
Incentive to take action
Anxiety about entering information
C = 4m + 3v + 2( i-f) -2a
Credit: Marketing Experiments
Focus Tactics Messaging
Anxiety
Credibility
No hidden
fees
Time limit
Since 1984, As Seen on TV, NY Times
No Booking Fees, One-time, No Minimum
Ends by Date, Limited Time
Highlight loss
vs. gainMissing Out, Don’t, Why
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
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
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
We can influence our search audience with smart, effective ad copy.
How a keyword research tool can help you improve quality score
Quality score reporting alone doesn’t lend insight
Doesn’t tell you what you need to fixAd group Keyword Quality score
Ad 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!
Download BAI if you haven’t already
https://aka.ms/intelligencetool
Run a keyword report in Bing Ads
Include the following metrics:• Quality Score
• LP User Experience
• Quality Impact (for keywords with
QS of 5 or less)
Ad group Keyword Quality scoreLanding page
user experienceQuality impact
Ad Group A Keyword 1 10 3 0
Ad Group A Keyword 2 10 3 0
Ad Group A Keyword 3 10 3 0
Ad Group A Keyword 4 6 2 0
Ad Group A Keyword 5 10 3 0
Ad Group A Keyword 6 6 2 0
Ad Group A Keyword 7 6 2 0
Ad Group A Keyword 8 10 3 0
Ad Group B Keyword 9 6 3 0
Ad Group B Keyword 10 10 3 0
Ad Group B Keyword 11 6 2 0
Ad Group C Keyword 12 8 3 0
Ad Group C Keyword 13 6 3 0
Ad Group C Keyword 14 6 2 0
Ad Group D Keyword 15 7 3 0
Ad Group D Keyword 16 6 2 0
Ad Group D Keyword 17 6 3 0
Ad Group D Keyword 18 6 2 0
Ad Group E Keyword 19 7 3 0
Ad Group E Keyword 20 8 3 0
Create a pivot table
Remove keywords with quality score of 0
Now you know what to focus on!
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
• Run the keywords in the worst ad groups through BAI
• Use the “Keyword Categories” function
Check category relevance!
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
• Run the landing pages through BAI
• Use the “Webpage Keywords” function
Use BAI Webpage Keywords as a check
• 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
Takeaways
• 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!
Overall Takeaways:
• Relevance is key for Quality Score
• Iterate and optimize to improve Quality Score over time
• Think outside of the box:
Questions?
Ask away!
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to set up your account or campaign:
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