Microsoft AdCenter Intros Quality Score That Mimics Google’s

Microsoft has announced it will be rolling out a Quality Score feature within adCenter aimed at giving advertisers feedback on how their keywords are performing — very similarly to Google’s Quality Score.

Interestingly, Microsoft says scores won’t directly — stressing the word directly — influence how ads are ranked, but it’s more of a reflection of how well the ads are performing in the marketplace. Google uses the quality score to determine cost-per-click and ranking.

The Microsoft Quality Score will show one number, 1 through 10, at the keyword level for each match type. Advertisers will also be able to see three sub-scores for keyword relevance, landing page relevance, and landing page user experience. Keyword relevance, a measure of how relevant advertiser’s keyword is, compared to others buying the same keyword, will have three possible scores: good, no problem, poor. Landing page relevance and landing page user experience will show how relevant the landing page is to the query, and whether the landing page meets relevance and quality guidelines, respectively. These will be ranked as either no problem or poor.

Besides looking at the above-mentioned metrics, Google uses historical click-through rate for the keyword as well as the account as a whole. It also looks at the relevance of the keyword to the ads and geographic performance, as well as other, non-specified “relevance factors.”

When it launches on adCenter, scores will be visible and exportable from the web user interface. They will also be accessible through adCenter reporting and reporting APIs.

Related Topics: Channel: SEM | Microsoft: Bing Ads


About The Author: is Executive Features Editor at Search Engine Land and Marketing Land. She’s a well-respected authority on digital marketing, having reported and written on the subject since 1998.

Connect with the author via: Email | Twitter | Google+ | LinkedIn


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.
  • Bob Bigellow

    Microsoft is doing a pretty good job catching up to Google in this area. I’d say that in about 5-10 years, Microsoft will be where Google is at today in terms of AdWords/AdCenter. This should keep Google on their toes.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide