Quality Factor

Quality Factor is Bing Ads' equivalent to Google's Quality Score, rating the relevance and quality of keywords, ads, and landing pages on a scale of 1-10. It considers expected click-through rate, ad relevance, and landing page experience. Higher Quality Factors lead to better ad positions at lower costs. Unlike Google, Bing provides specific feedback on which components need improvement. Optimization strategies include improving ad copy relevance, enhancing landing page load speed and content alignment, and using Microsoft Advertising's keyword planner to find high-relevance terms. Quality Factor is particularly important for competitive industries where bid competition is intense, as it can provide a competitive advantage over competitors with higher budgets but lower quality scores.