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Bing Qual Score

Discussion in 'General PPC Discussion' started by mootonandy, Oct 22, 2015.

  1. mootonandy

    mootonandy Supreme Member

    Jun 21, 2010
    Likes Received:

    Just started with Bing Ads + CB.

    Just buying click to a crappy review page, then affiliate links inside the review.

    Its my first attempt at using some form of landing page.

    But just want to know if anyone knows why teh quality score is important?

    I recall someone saying keywords with a qual score below a certain amount should be dumped?

  2. LucidMarketing

    LucidMarketing Regular Member

    Jun 25, 2011
    Likes Received:
    Many PPC services such as Google and Bing use QS or some variant. Simply put, it's fair for all advertisers and makes them more money.

    The main component of QS is your CTR compared to advertisers using the same keyword and taking position into account. The higher CTR your ads have, the more it is seen as having a higher quality, as voted by those searching on those keywords and exposed to the ads.

    QS is the foundation of PPC and everything pretty much revolves around it. First, along with your bid, it determines your ad's ranking. The basic formula is QS x bid.

    Then, it determines how much you actually pay when your ad is clicked. The formula there is

    CPC = QS(b) x bid(b) / QS(a)

    where QS(b) is the advertiser appearing below you and bid(b) is their bid.
    QS(a) is your QS

    So as your QS gets higher, given the same competitor and same bid, your CPC gets lower. This of course is a simplification. You never have the same competitor on a consistent basis, everyone's QS changes for each search, and their bids are not likely to remain the same. But a high QS of 7 to 10 insulates you to some extent from all this flux. Simply put, it's in your best interest to improve ads to get a higher CTR to get a higher QS.
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