This week Brendan Kitts, Program Manager for Click Quality for Microsoft adCenter, writes about new click quality reports that have recently been released in adCenter.

Mel
adCenter Community Team

 

 

The latest release of adCenter includes exciting ways to improve advertiser visibility into the area of click quality. What does click quality mean, and why is it important to you? Because all clicks don’t necessarily carry the same value, adCenter categorizes them as either standard quality or low quality. Standard-quality clicks are the clicks that you want, that ordinarily result in conversions, and that you are billed for. 

 

Low-quality clicks are clicks that adCenter classifies as non-billable, including those that adCenter has identified as:

 

Some traffic that adCenter has flagged as low quality might ultimately result in conversions for you, which is why the label “low quality,” rather than “invalid,” provides a more accurate description of this class of traffic.

 

 

1. After signing in to your Microsoft adCenter account, click the Reports tab.

2. In the Report drop-down list, select either Campaign Performance or Account Performance.

3. In the Report View drop-down list, select Summary.

4. In the Date Range drop-down list, select the date range you want to work with.

5. Under Customize this report, in the Columns and values row, select Customize report layout.

 

In the Available values section, you will now see several new column headings:

 

Although results may vary for individual advertisers, several independent third party analyses have shown that Microsoft adCenter produces good conversion rates in comparison to the other major search engines. These studies don’t mean that advertisers will always see better results on Microsoft, nor that advertisers will never encounter traffic quality problems and will need to report them. However, these studies should be taken as evidence that Microsoft  has a high quality network and is working hard to maintain high standards of traffic quality:

 

If you believe that you have been charged inappropriately, please contact Microsoft adCenter Support.

 

Click quality is a challenging area, and Microsoft is working hard to address all aspects of this issue. Click quality reports are a small innovation that is designed to help give advertisers more visibility into this area.

 

We want to thank the following individuals for their efforts in developing click quality reports:

Cindy Andersen
Bin Wu (Henry)
Haoying Li
Don Nebres
Vladimir Schipunov
Amit Rashinkar
Gopal Madhavan
Arun Subhas
Dana Pepper
Sundheer Pratipati
Jennifer Kattula
Faith Szafranski
Jim Wells
Carmi Weingrod
Ratna Saripalli