Bing Ads Rolling Out Updates To Quality Score Reporting

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Over the next few days, Bing Ads will be rolling out changes to its quality score reporting. The update only affects how quality score gets reported; ad and keyword performance fundamentals won’t be impacted.

Here’s what you’ll start seeing in your accounts:

1. Earlier quality scores. When an ad launches and there isn’t enough data on it yet, Bing Ads will show a quality score “based on marketplace data” instead of showing a blank “-” in the quality score column, . This update will roll out in the U.S. first and then globally.

2. Reporting based on exact matching. Quality score will be reported based on “search queries and other inputs that match your keywords exactly” to be more reflective of the key factors that determine ad visibility in the auction. Basically, the quality scores you see should be a clearer indication of how effective your ads and keywords are.

3. Updated terminology. Quality score factors will reflect those found in Google AdWords to make them easier to compare and reduce friction for users of both platforms. The following sub-components will be reported as Above Average, Average or Below Average.

  • Keyword relevance is now Expected click-through rate
  • Landing page relevance is now Ad relevance
  • Landing page user experience is now Landing page experience

Generally, Bing Ads recommends monitoring keywords with quality scores lower than 6 and making adjustments to improve performance.

It’s important to note that historic quality scores won’t be overwritten by this update.

And to reiterate, these changes aren’t going to have any effect on the way your ads perform. They are designed to make quality score easier to use as a guide to where to focus your efforts in making improvements.

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