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June 9th, 2011, 12:13 PM #1MSN AdCenter Has Added "Quality Score"
In case you've missed it, MSN AdCenter recently added a "Quality Score" rating for your keywords, a la Google AdWords.
It would have to be assumed that this will lead to MSN doing what Google did, and at some point begin adjusting cost-per-click pricing according to your quality score.
That is bad enough, but if you look at some quality scores, it appears that MSN's rating system is totally screwed, and cost-per-click adjustments will lead to some really bad and inequitable results.
This is the biggest thing that struck me in looking over this late last night - How VERY slight variations of the same term are evaluated.
This example was the most striking:
On one add group, I have the same keyword term listed three different ways, but it is still REALLY the same term - bar stool, bar stools, and barstools.
"Barstool" gets a quality score of 7/10 and "bar stool" of 8/10. But "bar stools" - the plural of an 8/10 rated term, is rated only 4/10, with the notation that "keyword relevance" is POOR. "Bar Stool" is good, but "Bar Stools" is POOR?
Same landing page, same text, same products, same ads.
I can just see once prices are "adjusted", paying 30¢ per click for "Bar stool" and $10.00 for "Bar Stools".
I see big problems ahead.
June 9th, 2011, 12:33 PM #2
Do you have the "bar stools" keyword on the page much compared to "bar stool"? Although they're very similar, there's also a huge difference in intent when you're searching singular vs. plural, as many smart PPCers have discovered.
June 9th, 2011, 12:44 PM #3
"Bar Stool" appears 4 times on the page, and "Bar Stools" appears 3 times.
Guess I better add "Bar stools" one more time.
June 9th, 2011, 12:54 PM #4
How about in the title, headers, etc.? Those would be far more important than plain text mentions.
June 9th, 2011, 01:17 PM #5
"Bar Stools" (4/10) in title and header, "Bar Stool" (8/10) is not. (and each is once in keyword meta tag; only Bar Stools in meta title and description tags)
June 9th, 2011, 02:38 PM #6
I started to notice the quality scores too over the past few weeks. Not every keyword has one (in fact, most do not) so it looks like they are rolling it out slowly, hopefully looking for bugs like the one you described. While I'm mostly seeing good scores, there are a few inexplicably bad ones -- similar to the "bar stools" example. Hopefully the system will not become as arbitrary and heavy-handed as the AdWords system.Your Ad Here.
June 9th, 2011, 02:39 PM #7
That defies logic. Oh, did you say something about this being Microsoft?
June 10th, 2011, 07:45 PM #8
How adCenter Quality Score Works
- Join Date
- June 10th, 2011
adCenter Quality Score is not tied with the ad rank and pricing. It is an indicator of how competitive your KW is while agaist those bidding one the same traffic.
For KWs have a same landing pages but with different Landing Page Relevance scores, it is a singal that some KWs ("bar stools" in your case) are taking in traffic your landing page is not being optimized for; it's time to verify the traffic through Search Query Report and apply negative KWs to ensure traffic quality.
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