Marketers embrace features that tell them, upfront, how well their content marketing efforts are doing compared to their competition. Now, Microsoft is offering a tool that not only shows brands how their paid search efforts stack up, but also predicts the impact stronger landing page content could have on their results.
Content for better paid search placement is nothing new. In 2011, Google expanded its algorithm for ad rankings that focused on landing page relevance and quality. The change impacted advertisers who didn’t craft well-written content, and the Quality Score shift was a sign that overall efforts must adhere to Google’s ever-changing standards.
Bing puts Quality Score into the hands of webmasters
Bing, on the other hand, took Quality Score a step further this past month by introducing a new feature in Bing Ads called Quality Impact. The new tool calculates the additional impressions campaigns could have garnered by an improved Quality Score. The feature helps marketers find the biggest opportunities for improvement and growth.
Webmasters can access Quality Impact through the KW Performance Report or its API. The new option is under every view and users will receive updated data from each view. To locate Quality Impact, choose Keyword Performance Report under the Reports tab, add “Quality Impact” from Choose Your Columns, and begin updating your campaign for better ROI.
The potential impact of quality updates
In Bing’s new Quality Impact feature, there are four different outputs, each of which show the number of impressions that could have been made if high-quality content and optimization tactics were used. If a site receives a “1,” it can build then less than 100 additional impressions by working to improve Quality Score. A site that earns a “3” could receive 500 additional impressions.
Identifying PPC weak points
Overall Quality Score is set between 1 and 10, with 6 as the baseline. Bing’s Quality Impact looks at keyword relevance, landing page relevance and user experience, grading each aspect with “poor” or “no problem,” or and keywords can also be deemed “good.” Having a “poor” grade in one subscore makes a campaign less eligible to be served and lowers its Quality Score to less than 6. Not having a “poor” rating in any subscore makes an ad fully eligible and raises Quality Score.
Bing also offers a few tips to consider when improving Quality Score through its Quality Impact tool. The company suggests that webmasters adhere to Bing Ads Relevance and Quality Guidelines, understand searcher intent and create compelling copy for search marketing. These tips combined with insight from the new Quality Impact feature can help show where marketers have missed the mark.