Key Interview Points
One of the things I learned when I was out at SMX Advanced in June was that the Quality Score that you see in the search engine PPC services (both adCenter and AdWords) was that the Quality Score you see displayed in your account is not the same as what is used by the engines in ranking your ad. For that reason I asked Ping Jen of the adCenter team to join me for an interview. Below we talk through exactly how Quality Score works in adCenter. Here are the key points from the interview:
- Original content, content relevance to the ad, location, and layout are all factors in landing page relevance.
- Advertisers whose pages are deemed to be harmful will get banned from the adCenter marketplace.
- (Ping Jen) “Our philosophy is that we want our advertisers to have high ROI, and one of the ways we do that is by requiring them to have higher quality landing page user experiences and relevance. To help advertisers, we provide feedback through the Landing Page User Experience subscore and Landing Page Relevance subscore.”
- (Ping Jen) “If you have some outliers within an ad group or campaign, determine why. Should I use this keyword? Does it belong to this ad group or campaign because usually KWs that share an ad group are tied to the same landing page? In some cases, it may be time to move those keywords to another ad group because they don't fit into this landing page.”
- (Ping Jen) “Before clicking your ads, search users will look at the content of your ads. Immediately, they can see if they are relevant to what they are looking for. We follow the same logic to validate your ad copy relevance.”
- (Ping Jen) “badly spelled ad copy immediately reduces the confidence a user will have with the ad and they will shy away from it.”
- (Ping Jen) “Placement is still determined by relevance, the landing page experience, the historical CTR and the advertiser's price.”
- (Ping Jen) “We have always been upfront that adCenter Quality Score is not directly tied into a rank score.”
- (Ping Jen) “How do you know your KW performance against others bidding on the same term? We tell you with the keyword relevance sub score.”
- Rank score, which is the term adCenter uses for the actual method used to determine ranking, is calculated on a marketplace by marketplace basis. This is done because the needs of each marketplace are different.
- (Ping Jen) “Ads must comply with the adCenter Relevance and Quality guidelines. Then the ad’s competitiveness in KW relevance, landing page relevance and their bids will decide their ranks.”
Landing Page Quality and Relevance with adCenter
Eric Enge: Can you give us an overview of how Quality Score operates in adCenter?
Ping Jen: Our Quality Score is a strong signal of campaign quality and performance. The reason we introduced the adCenter Quality Score was to help our advertisers enhance campaign performance and raise the visibility of improvement opportunities.
We consider campaign quality an important factor and we want to showcase the best experiences in the marketplace and continue to grow the traffic volume and increase market share.
Eric Enge: How do you measure that landing page user experience? What factors are involved?
Ping Jen: If you Bing “adCenter relevance and quality guidelines”, you will find that adCenter has published very specific requirements for landing page and user experience. We measure the Landing Page User Experience and then validate whether advertisers have followed the guidelines and show the results through the Landing Page User Experience subscore.