As part of the Live Search 2.0 launch, we have made changes to the adCenter quality-based ranking system – the formula that we use to calculate which ads appear in the mainline (the ads that appear above algorithmic search results). Prior to this change, the algorithm used to determine when ads could appear in the mainline was more rigid. With these changes, the marketplace is now more dynamic, and any ad with a Quality Based Ranking above the mainline threshold may appear in the mainline.

 

This change represents a win-win for advertisers and searchers; in addition to giving you more control over placement, searchers are getting better quality ads in the mainline.

 

As an advertiser, you can control whether your ads appear in the mainline by increasing either the Click Through Rate or the Max Bid. You can think of this as a quality threshold that you must cross in order to appear in the mainline. With this change, we expect most of your ads will continue to perform as they have in the past.  However, there may be some cases where:

If you want to improve your quality, make sure to check your adCenter account regularly to adjust ad copy, bid price and other key attributes. Also, take a look at these adCenter Ad Ranking Best Practices, and watch the blog during October for tips on quality optimization.

 

All of our quality-based ranking improvements have been made in the context of the overall search experience – we will take both the paid and organic listings into account when assessing the overall experience for the searcher, while at the same time endeavoring to balance the needs of the advertiser.

 

Over time, we will continue to improve the paid search listings on Live Search, specifically focusing on:

If you have any questions, please visit the adCenter Forum.

 

Thanks!

Jen K., adCenter Marketing Manager and Carolyn, adCenter Community Team