Using Bing Ads Intelligence To Improve Quality Score

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PPC tools are an invaluable part of everyday life in the PPC world. One tool that serves multiple purposes is the Bing Ads Intelligence Excel plugin tool.

Not only can you use Bing Ads Intelligence for keyword research, but it’s also helpful in improving your quality scores.

You may be wondering how a keyword research tool can help you fix your quality scores. Let’s walk through the process for using Bing Ads Intelligence to improve quality score.

We’ll start with the keyword report shown below.

kw grid
Now, this report will be for Bing Ads data; if you’re like most advertisers, Bing probably only represents about 30% of your PPC traffic. You may be wondering, “Why bother with Bing when most of my traffic comes from Google?”

Well, while there are differences in the quality score algorithm between the two engines, it’s rare that a keyword with a poor quality score on Bing will have a high quality score on Google, and vice versa. For the remainder of this post, that’s our assumption.

Many advertisers have hundreds, if not thousands, of keywords, so prioritizing optimization efforts is a must.

Look at your average quality score and quality impact by campaign. While we know that averages lie, they are a good place to start prioritizing.

The easiest way to get average quality score by campaign is using pivot tables. The pivot table field list will look like this:

pivot field list
The table itself will look like this:

The highlighted rows are the campaigns with the worst average quality scores, so these are the ones we’ll focus on. (Note: I removed all keywords with quality scores of 0.)

In looking at the highlighted campaigns, 2 things are clear. First, the campaigns with the lowest average quality score are also the campaigns with the highest average quality impact. No surprise there. Second, the average landing page relevance is lower than the average keyword relevance, not only on the targeted campaigns, but on all campaigns. Now we’re getting closer to the problem!

Let’s go back to our low-QS campaign keyword report again. This time, we’ll isolate the keywords that have poor quality scores. I’m using actual keywords this time to make it easier to follow.

kw list
It’s important to note here that only the overall Quality Score is measured on a scale from 1 to 10. Keyword relevance is assessed by either 1 (Poor), 2 (No Problem), or 3 (Good). Landing page relevance is either 1 (Poor) or 2 (No Problem). So, all of the keywords above have a poor landing page relevance score; the keyword relevance is either “No Problem” or “Good.”

At this point, it would be easy to jump right in with a landing page optimization project. Not so fast! While that is the logical next step, Bing Ads Intelligence can help direct your optimization project.

Bing Ads Intelligence has many useful features, and the first one we’ll use for landing page assessment is the Keywords Categories tool:

kw categories
As I mentioned earlier, the great thing about Bing Ads Intelligence is that it runs right in Excel. We already have our low-QS keywords in Excel, so all we need to do is select the keywords we want to analyze, and click Keyword Categories. (You’ll be asked to sign in with your Bing Ads credentials first.)  The tool will create a new tab called Keyword Categories, and the results look like this:

kw categories result

What does it all mean? Well, you’ll see that most keywords have more than one category listed, which simply means that a single keyword fits in multiple categories.

The “Score” column is an indication of relevance: the higher the score, the more relevant the keyword is to the category.

Since this is an Excel tool, all the cool Excel features apply. Bing has even put the filters in for us! Using Filters, drill down to the top-scoring keywords:

top scoring kws

Now the problem with the landing page is becoming clearer. The most common category for the top-scoring keywords is “Computers_&_Electronics/Internet/Domain_Registration_&_Hosting.” In this example, that doesn’t describe the client’s business or offer accurately (not to mention the fact that domain registration & hosting is a highly competitive vertical). So, one of the goals of landing page optimization should be to make it clear what category the offer (and the company) is in. In other words, improve landing page relevance.

Another feature of Bing Ads Intelligence that will help you optimize your landing page is the Webpage Keywords function.

webpage keywords

To use this feature, paste your landing page URL into Excel, and then click the Webpage Keywords option. As with the Keyword Categories function, the tool will create a new tab and provide keyword suggestions based on webpage elements.

In the case of our client, the webpage keyword suggestions were all over the place:

webpage kws result

Clearly, we need to tighten up the theme of the page.

Of course, we can’t neglect the fact that there is work to be done on the PPC keyword side. Adding negatives, splitting keywords into more tightly-themed ad groups, and eliminating ambiguous keywords should all be on the optimization agenda.

But the great thing about Bing Ads Intelligence is the insight it offers into landing page optimization. How have you used Bing Ads Intelligence? Share in the comments!

Editor’s Note: Portions of this post appeared on Search Engine Watch on January 8, 2013.

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