Briefing with Ping Jen
Ping Jen and I connected for a call last week and reviewed some of the current developments with Microsoft adCenter. Today’s post will review the main items we talked about and what they mean for adCenter advertisers.
New Quality Score Data Provided
1. Historic Quality Score History: adCenter now allows you to monitor the Quality Score of a keyword over time. One reason this is important is that the most common question that the adCenter team gets is: “What does it mean if we see our Quality Score drop on keywords when we have not made any changes recently in that campaign?”
Great question! What it means is that your competition has been doing optimization work that is causing their click through rate to go up. As a result, your Quality Score is dropping because your CTR no longer compares as well to theirs as it did before.
Historical Quality Score (HQS) allows you to see the trends on a keyword by keyword basis over time. This can provide some great insights into marketplace dynamics. It can also help you understand what keywords the marketplace sees as the most important.
To see HQS you need to request a report. You will need to request a keyword report in daily mode as this is the only: