Finally, Microsoft AdCenter has implemented quality score for keywords. It should be noted that the quality score is for the keywords and not the ads. There will be many questions raised with this and I am sure most of them will be unanswered leaving lot of people confused. This is what Microsoft says about it’s quality score:
Microsoft Advertising adCenter assigns a quality score to your keywords to help you understand how relevant your keywords are to search users’ queries and the degree to which your ads are eligible to be displayed in response to those queries.
Quality score is determined from three measures of performance:
- Keyword relevance score
- Landing page relevance score
- Landing page user experience score
You can use these three measures and your keyword quality score to determine the best way to optimize your keywords, ads, and landing pages and help improve your ROI.
This clearly means that the quality score will be given as per your keywords, user queries and how your landing page is relevant to user queries. Just like Google AdWords, the quality score is given from 1-10 and this is how it works:
| Score | Description |
|---|---|
| 7-10 | The keyword is very competitive in the marketplace. Your ads are eligible to be served in response to search queries that contain this keyword. |
| 6 | The keyword’s performance in the marketplace is average. Your ads are eligible to be served in response to search queries that contain this keyword. |
| 1-5 | The keyword is underperforming in the marketplace. Your ads have limited eligibility to be served in response to search queries that contain this keyword. |
| - | Insufficient data to calculate score |
The most important thing to note here is that unlike Google AdWords, the ads will not be positioned as per the quality score. This means that the high bidders will always have top spots. Low quality scores mean that your ad impressions will be less or zero.
My recommendation would be to use highly relevant keywords to get a better quality score. Just treat this like a Google AdWords quality score and you should be good. Following my guide on how to get a good quality score on Google AdWords will help you get good quality scores on adCenter as well.
For more information AdCenter quality scores can be found here.
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