#BingThere
John LeeSr. Client Training & Development Manager, Bing Ads Academy
Mona ElesseilyVice President Online Marketing Strategy, Page Zero Media
Today’s Speakers
#BingThere
#BingThere
The basics of Quality ScoreDifferences between Google & Bing7 hacks for Quality ScoreUsing Bing Ads Intelligence to improve Quality Score
Agenda
#BingThere
#BingThere
The Components of Quality Score
#BingThere
Keyword Relevance Ad Relevance Landing Page Relevance
#BingThere
Keyword Relevance
#BingThere
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?
#BingThere
Ad Relevance
#BingThere
Is my ad relevant to the search
query?
Can users find what they are searching for on the landing
page?
#BingThere
Data on searches• Impressions • Clicks• CPC• CTR• Position•Device• Location• Seasonality• Clickback
Mobile May Have Lower Expected CTR
#BingThere
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
#BingThere
Seasonality May Bring Increased CTR Expectations
#BingThere
Mainlin.
..
Mainlin.
..
Mainlin.
..
Mainlin.
..
Sideb
a...
Sideb
a...
Sideb
a...
Sideb
a...
Sideb
a...
Sideb
a...
Sideb
a...
Sideb
a...
Sideb
a...
Sideb
a...0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
July
#BingThere
Find Relevant Keywords Using:
#BingThere
• Keyword Planner• Campaign Planner• Bing Ads Editor• Bing Ads
Intelligence
#BingThere
Where You Access Quality Score Information
#BingThere
Keyword, Campaign and Account level
Broken down by component in UI reports
Keyword Level
#BingThere
Quality Score Components
#BingThere
eCTRAd RelevanceLanding Page Experience
eCTRAd RelevanceLanding Page Experience
#BingThere
How Quality Score is Calculated
#BingThere
eCTR is a predictive model. There’s no way both Google and Bing’s engineering teams came up
with the same scoring system.
#BingThere
Audience Targeting (RLSA) Has Advantages in Quality Score
#BingThere
Use target + bid:• Customize ad copy• Brand affinity drives
higher CTR• Especially competitive
conquesting
#BingThere
SUPER ADS! More Extensions are Better
#BingThere
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
#BingThere
What share of impressions for the total marketplace are you missing out on – and why?
#BingThere
#BingThere
Share of Voice Reporting = Impression Share
#BingThere
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
#BingThere
Share of Voice Reporting = Impression Share
#BingThere
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
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.)
#BingThere
Profile of Marketplace: Avg “Expected CTR” by Position
#BingThere
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
Word Choices Lead to Higher Perceived Speed
#BingThere
Contacted Hit Bumped Collided Smashed
Spee
d, in
MPH
Word choice leads to higher perceived speed
31
34
3839
41
#BingThere
Now… Apply Science
#BingThere
#BingThere
®
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
#BingThere
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
#BingThere
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
#BingThere
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
#BingThere
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
#BingThere
We can influence our search audience with smart, effective ad copy.
#BingThere
Quality Score Reporting Alone Doesn’t Lend Insight
#BingThere
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
Run a Keyword Report in Bing Ads
#BingThere
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
Now You Know What to Focus On!
#BingThere
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
#BingThere
• Run the keywords in the worst ad groups through BAI
• Use the “Keyword Categories” function
Check Category Relevance!
#BingThere
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
#BingThere
• Run the landing pages through BAI• Use the “Webpage Keywords”
function
Use BAI Webpage Keywords as a Check
#BingThere
• 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
#BingThere
Takeaways – Bing Ads Intelligence
#BingThere
• 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!
#BingThere
Relevance is key for Quality ScoreIterate and optimize to improve Quality Score over timeThink outside the box!
Overall Quality Score Takeaways
#BingThere
Geograp
hy
Audien
ces
Ad Exte
nsion
s
Impre
ssion
Share
Delete
Poor
Perfor
ming Ke
yword
s
Impro
ve you
r Ads
© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
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.