Bing Advertising has announced the Quality Impact feature, which it claims does one better than the Quality Score: it tells marketers exactly how much targeted traffic or volume they stand to gain by improving their Quality Scores (and by inference, how much they're losing already). The Quality Impact analysis will focus on keywords having a Quality Score less than 6, where the return of improving campaign quality is normally higher. It projects the incremental impressions you could gain by improving the Quality Score improved to 6 or higher. Ads rated above 6 are more fully eligible to be served, hence, the promise of higher impressions.
What Do Impact Scores Mean?
Quality Impact analysis has four outputs.
A "1" result means that improving the Quality Score will garner under 100 more impressions per day. A "2" will gain between 100 and 500 additional impressions, and a “3” score means you stand to gain more than 500 impressions per day.
That in turn enables you to "find the biggest bang for your campaign optimization efforts," describes Ping Jen, product manager of the Yahoo! Bing Network. Perhaps a "1" score is not worth the time or effort to improve the Quality Score, but a "3" score is.
Generally, a quality rating is based on four core aspects of a campaign that affect user experience:
- Keyword relevancy – How relevant are the keywords you choose?
- Ad copy (title, text, and display URL) - Do you have a highly relevant, accurate, well written ad?
- Landing page and site user experience- How does your site navigation and functionality affect users?
- Landing page and site content quality - Does your site offer valuable content of use to users?
A "Poor" rating in any one subscore makes a keyword/ad less eligible to be served and can lower its Quality Score less than 6. Ratings of "No Problem" or "Good" across all subscores earns a quality score of 6 or more, making the keyword or ad eligible to be served. A "Good" rating for keyword relevance in particular heralds higher click-through rates (CTRs) than most other keywords or ads targeting the same traffic.