Caitlyn Ringling

Marketing Communications Manager

Bing Ads Extreme Makeover: Landing Page Edition

If you’re reading this, you likely spend a lot of time looking at keywords and ads. You probably spend time thinking about targeting options, optimizing keywords with bids and match types, editing and adding new campaigns, and other important parts of your campaigns.

But how much time do you think you spend optimizing your landing page? Bing Ads can help you get the right ad to the right user at the right time, but it’s where you take them next that matters most for your business. The landing page is a front door that you open for your customers, and it also plays a big role in how Bing Ads views the relevance of your campaigns, how Quality Score is calculated, and can determine what kind of experience a user will have as they enter your site as a potential customer.

Landing Page Best Practices

  • Remember that Bing users are counting on you to deliver on your promise the ad has given them. To help ensure a great user experience, make sure that your landing pages are highly relevant to the ads you create. Be clear about what you are offering, how much it costs, and how to get it. Be explicit with the user (your potential customer) about who you are and what your business does best. Put yourself in their shoes to make sure the landing page you bring them to answers the question that brought them to Bing.
  • Ensure that, if you collect personally identifiable information (PII), you have a robust privacy policy included on the page where the PII is collected. The privacy policy should have the following information:
    • The name of the company that is collecting the personal information
    • The purpose of the information being collected
    • Opt-out instructions, as applicable
    • Other information, as required by applicable laws and regulations

Bing Ads helps to ensure our advertisers and users are protected by enforcing guidelines around the collection and use of PII. You can read more about why privacy is important to Bing, our advertisers & our users here. For more details, check out our User Safety and Privacy Policy.

  • Help encourage conversions on your landing page by delivering customers to the most relevant part of your site for each ad. Utilize Bing Ads features like “Keyword Destination URL” and “param1” keyword insertion attributes to send users to specific locations (URLs) on your site. By improving the relevance of your keyword, ad copy, and landing page combinations, you help take the guesswork out of your customers’ decision-making process and drive higher conversion rates for your campaigns. You can read more about how these work in this previous blog post.

These are a few tips that can help the customers you attract to your pages stay on your page and find what they’re looking for. The more specific, clear and concise your landing page is, the more competitive your ads will be in the auction.

Landing Page Relevance

As a Bing Ads quality expert, the question I am asked most often is, “why is my Quality Score low?” While I won’t get too much into that in this blog post (you can read more about Quality Score in my previous blog post), I will say that many times my answer is “your landing page relevance is rated as low, which may be affecting your overall Quality Score.” Ensuring that your landing page contains robust content that is strongly relevant to the ads and keywords in your campaigns will help ensure the best results. Delivering exactly what a potential customer is looking for when they click on your ads will not only assist in increasing conversion rates and decreasing click backs, but it will increase your landing page relevance and create a more competitive dynamic in the Bing Ads marketplace. Check out our Relevance and Quality Policy to learn more.

Don’t be afraid to test new editions of your landing page to find out which versions produce more conversions. It’s just as important to optimize your webpage as it is your keywords and ads. Spending time asking yourself questions from a user’s perspective can help you understand which queries are being left unsatisfied.

As always, feel free to reach out to us and check out our Editorial Insights Page! Through our blogs, Facebook, Twitter or any other way you can think of – we’re listening and we love hearing from you. Stay tuned for the next edition of Bing Ads Extreme Makeover - Optimal Ad Copy Best Practices, the 2ndentry in a 3 part makeover series by our very own Gwen Kestrel!

Happy optimizing!


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Bing Ads Behind the Scenes: An Editorial Perspective

When you load your ads and keywords into Bing Ads, have you ever wondered what happens next?  The Bing Ads Editorial team takes great pride in developing a quality network for both our advertisers and our users.  We regularly review what is happening on our network to ensure your experience with Bing Ads is a positive one.

When you first load your ads and keywords into Bing Ads, 1 of 3 things can happen:

1. The ads and keywords you load pass all of our quality standards. Your ads and keywords will show as “Active” and “Eligible” in Bing Ads, and you are ready to start serving ads to your customers. This is what happens with 98% of our advertisers.

2. Something in the ad copy or keywords does not meet Bing Ads guidelines and will show as “Disapproved.”  You can appeal these decisions, just send in the justification of your appeal to us and you will hear back from our team within 48 hours.

3. It is possible your ads and keywords may need additional review and will show as “Pending Editorial Review.“ Oftentimes this is triggered by ambiguous terms that we need to review for relevancy. Our team is committed to reviewing these entities within 48 hours and reaching a decision.  Generally 90% of the entities our team sees showing as pending will be approved upon review.

Our standards help ensure that we are serving relevant, quality ads to Bing users.  Protecting quality, and ensuring long-term growth and supportability of our advertisers’ accounts and our network, are our priority.  You can read more about our relevancy and quality guidelines here.

How is Quality Measured?

After your account has a chance to serve with us, you’ll notice that you’ll develop a Quality Score for each of your campaigns. Quality Score is made up of the following items:

  • Keyword relevance
  • Landing page relevance
  • Landing page user experience

Your Quality Score is not used to calculate ad position directly. The score indicates the degree to which your ads are eligible to be served in response to search queries that contain that keyword. Quality Scores give you additional visibility into campaign performance.  Our Editorial team wants to give you the tools through quality score to help you optimize your account. You can improve your Quality Score by performing a combination or selection of the following:

  • Negative keywords – prevent how frequently ads are matched to irrelevant queries
  • Ensure ad copy is specific and relevant to the query and landing page
  • Ad Group reorganization – refocus ads and keywords into narrowly focused segments
  • Adjust your destination URL to be as specific as possible for your landing page
  • Limit your use of redirection in order to provide a user with unique, valuable content

You can read further about Quality Score in this previous article featured on Search Engine Watch.  Additionally, you can find more Quality Score resources on the Editorial Insights Page and right here in the Bing Ads Community:

Finally, please enjoy this video overview of the Editorial Review process created by Editorial Escalation Specialist, Maryn Juergens, in partnership with Communications Manager, Aurea Astro.  Maryn delivers an excellent visual representation of what happens behind the scenes. Feel free to reach out to us here at Bing Ads with your feedback; we welcome your opinion and strive for excellence.

Video Tutorial: Save time with new Bing Ads Reporting Tools

We look forward to hearing from you.  Thanks!


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