Microsoft Announces That Upgraded Quality Score Is Coming To Bing Ads

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Microsoft today announced that they are improving quality score to help you make optimization decisions in a more efficient way. This upgraded Quality Score will reach advertisers in all Bing Ads markets within next few days.

  • More quality scores: In the past, your quality score would be “-” if your ad hadn’t been active long enough to gather sufficient data. In the updated quality score, we will provide a quality score based on marketplace data in instances when there is not enough reporting history, offering insight into your ads’ performance so that you can quickly take any necessary action to improve performance. This coverage expansion will first roll out to US market, with global markets following soon.
  • Simplifying how score is reported: With this update, the quality score will be reported based on a mix of customers’ search queries and other inputs that match your keyword exactly. This reduces the noise in reported quality scores, making it more reflective of the factors that determine your ads’ visibility during auctions. At the same time, we also updated Share of Voice (SOV) reporting, which will evaluate impression shares only based on eligible impressions to reduce noise in SOV report.
  • Easier comparisons: We have changed some of the quality score terminology to match industry standards, making it easier to compare across different online advertising websites.
    • Keyword relevance is now Expected click-through rate
    • Landing page relevance is now Ad relevance
    • Landing page user experience is now Landing page experience

Read more about it here.

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