How is Quality Score calculated in Bing Ads?

Quality Score is a metric in Bing Ads that measures the relevance and quality of your keywords, ads, and landing pages. It is used to determine the position of your ads on the search results page and the cost-per-click (CPC) you will pay.

The Quality Score is calculated using several factors, including:

1. Expected click-through rate (CTR): This is an estimate of how likely your ad is to be clicked on when shown for a particular keyword. Bing looks at the historical CTR of your ad and similar ads, as well as the relevance of your ad to the keyword.
2. Ad relevance: This measures how closely your ad is related to the keyword. Bing looks at the text of your ad and the keyword to determine how closely they match.
3. Landing page experience: This measures the relevance and quality of your landing page. Bing looks at the content, layout, and usability of your landing page to determine how well it meets users' needs.
4. Keyword relevance: This measures how closely your keyword is related to the search query. Bing looks at the keyword and the search query to determine how closely they match.
5. Historical account performance: Bing looks at the historical performance of your account, including the CTR, ad relevance, and landing page experience of your past ads and keywords.

The Quality Score is calculated on a scale of 1 to 10, with 10 being the highest score. The higher your Quality Score, the better your ad position and the lower your CPC.

It's important to note that Quality Score is not a static metric, it's constantly being updated based on the performance of your keywords, ads, and landing pages. Therefore, it's essential to regularly monitor and optimize your account to maintain a high Quality Score.

Additionally, Bing does not reveal the exact formula they use to calculate Quality Score, but they do provide some guidance on how to improve it. By following best practices and continuously testing and optimizing your account, you can improve your Quality Score and increase the visibility and performance of your ads.