Quality and relevance, if properly understood and implemented, have a very positive effect on the value of your campaigns – likely including improvements to click-through rate, ad placement, and conversion rate. Yet, the terms ‘quality’ and ‘relevance’ can be difficult to understand. We all know that quality and relevance are important to a successful ad campaign, but how do we articulate what that really means for you as the advertisers and your consumers?
These three short videos (7 minutes total) will guide you through some of the basic fundamentals of quality and relevance. After watching, you should be able to understand and apply some of the most important fundamentals of quality and relevance. Happy viewing!
PS. Don’t forget to check out these other great blogs resources on Quality and Relevance, in addition to our official Relevance and Quality Guidelines:
- A Picture is Worth a Thousand Words by Maryn Juergens
- What is relevancy and what can you do to improve it? by Leslie Fons
- From Sparse to Superb: Three Best Practices to Improve Landing Page Content Quality by Caroline Seeley
- 5 Landing Page Best Practices to Keep Your Relevance and Quality High by Colleen O’Brien
Here at Bing Ads, we pride ourselves on a providing a high-quality experience for everyone who searches on Bing. We want our users to browse amongst the best results, every time. As an advertiser, this benefits you as well; data shows that high-quality ads and landing pages also lead to higher conversion rates. The writing is on the wall: high quality is a win-win for both users and advertisers alike.
What is quality exactly? Quality can mean a variety of different things to different people. We define quality in our Quality and Relevance Guidelines. Additionally, various members of our team have provided nuggets of invaluable information on our Quality and Relevance Guidelines through these previous blog posts: 5 Landing Page Best Practices to Keep your Relevance & Quality High and Be Honest With Your Customers – Avoid Misleading Content. While words are great, we know that a picture is worth a thousand words. Thus, in order to further illustrate our definition of quality, we have created two sample sites for you – one of low-quality (to the left), one of high-quality (to the right and below). Beside the site images, you will find an explanation of the key differences between these two landing page experiences.
A: Claims made on the site must not mislead the user. Make sure you ask yourself “is this realistic?” before adding a claim to your site. For example, “Is it realistic to go on an ice-cream only diet without working out and being guaranteed to lose 10 pounds a week?” (If you answered yes to that question, then shoot me an email and tell me about that miracle diet.)
Take a look at the example sites: the high-quality site makes realistic claims about the product, ie. “Lose 2 lbs a week,” while the low-quality site simply screams “DIET DIET DIET POUNDS OFF” at the user. The pictures of the humans’ profiles mislead the user into thinking that they will lose all of their belly fat, and change their body shape. This is a sensational and misleading user experience.
B: A clear call to action is essential to a high-quality site. The high-quality site allows the user to easily identify the three ways to interact with the advertiser, and clearly identifies the specific interaction associated with each. The user can “Contact Us,” exchange their “email for free sample,” or “Buy Now.” In contrast, the low-quality site simply has a box to “Sign Up Here.” What is the user signing up for? A sample? To subscribe to a newsletter? To purchase the magic diet solution? What’s more, the user must scroll to the very bottom right-hand corner of the page to finally locate any type of call to action. The high-quality site makes all three calls to action easy to locate above the fold
C: High-quality sites distinctly showcase what product or service is offered. Notice the pill bottle image located on the top of the site on the high-quality example. The low-quality site claims that a consumer will lose weight, yet the advertiser fails to clearly call-out the product or service offered. Are they advertising an e-book, exercise equipment, meal plans, or a diet pill? The user doesn’t know. Without a specific product or service to support one’s claims, these assertions fall flat and confuse the user.
D: The high-quality site provides the user with unambiguous directions of how to get the product or service. The low-quality site lacks these important details essential to a consumer purchase.
E: Content should be organized in a way that is clear and easy to read. Notice how the two sites organize their content. The high-quality site has a navigational pane and provides the user with a guide of the site. On the hand, the poor-quality site is one long page of content which leaves the user without any idea how to navigate through the site, or if there is even more of the site to navigate.. If you have reams of content, that is fine, it just needs to be properly organized in a way that enhances, rather than detracts from, the user’s site experience.
We hope that these two pictures are worth a thousand conversions!
Maryn and Christy