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April 17

adCenter Quality-Based Ranking


On the 16th April we improved how we establish the quality and relevance of ads and landing pages in relation to the search user’s likely intent.  This improvement will ensure that we maintain a high quality of ads and relevance to the Live Search user and is not a radical change, but an enhancement to our existing guidelines around relevance and quality.  To ensure that we are delivering maximum benefit to the search user, we are doing the following:
 
  • Assessing the content of the ad and landing page in relation to the user’s likely intent.
  • Assessing the keywords that an advertiser selects in relation to the advertiser’s landing page content, to confirm that they are substantially relevant to both the landing page and the user’s search query.
  • Trying to ensure that there is substantive content on the landing page to fulfill the user’s query.
  • Assessing the duplicative nature of content in overall search results. In cases where there may be content that is duplicated within search results (including landing pages) Microsoft reserves the right to limit advertising of the duplicate content when it lessens the user experience.

In addition to this blog post, to ensure that our advertisers are aware of this upcoming change, we have contacted customers who we think may be affected by this update. However, even if you have not been contacted, we recommend using the following resources to ensure that ads you submit in the future are of the highest quality.
 
Resources:

 
 
Thanks!
 
Mel
Microsoft adCenter Community Team
9:15 AM | Read comments (3) | Send a message | View trackbacks (0)
Comments (3)
  • View space
    Farhad
    April 18 7:10 AM
    Colm, The user intent is judged based on the query and URL... it's explained a bit more on my company blog:
     
     
    And there's a link there to the adCenter Labs user intenet classification research.
  • Worried
    April 18 4:13 AM
    Why is it that since the change i have no more traffic sent to my websites? How can i know it in advance and what should i do in order to avoid it from re-happening? (by the way, nothing in my account indicates that it was "stopped", but there is no more search traffic, only content)
  • View space
    April 17 12:56 PM
    How is user's "likely intent" determined ? Is intent derived purely from analyzing the search query ? Or/and is the user's clickstream taken into account as well ?
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