Microsoft recently announced plans to launch a new adCenter Quality Score for optimizing PPC campaigns on Bing and Yahoo!. The new tool scores individual keywords, as well as landing page relevance and user experience, on a 1-10 scale, providing marketers with further insight into how their ads are faring in the marketplace. Marketers will be able to view their quality scores through Microsoft’s adCenter Reporting and Reporting APIs.
With more transparency and data about their campaigns, marketers will be able to make more informed decisions and drive better ROI. As Mike Jarvinen, VP Marketing Strategy at The Search Agency, explains, “We are very excited about now having access to this data. At The Search Agency, we publish thematic analysis on cost-weighted vs. impression-weighted quality scores on Google for our clients, showing where ad testing and keyword culling can best streamline an account as it relates to maximizing quality scores. The comparable 1-10 scoring on Bing will allow us to streamline the same process there.” Mike also notes, “There are indications that landing pages may have a greater impact on Bing’s quality score than on Google and we’ll be doing some testing in this area.”
Microsoft plans to make quality scores available sometime in the Spring. What are your thoughts on this new feature and its likely impact on your Microsoft and Yahoo! campaigns?