Quality Factor

Quality Factor is Microsoft Advertising's keyword-level relevance score, conceptually similar to Google Ads Quality Score. It reflects expected click-through rate, ad relevance, and landing page experience, and it influences auction efficiency and traffic cost. Higher Quality Factor usually helps secure better ad positions with lower effective CPC, while low scores often require higher bids to stay competitive. Use this metric as a diagnostic signal, not a goal by itself: improve query-intent match, tighten ad-to-keyword alignment, and ensure landing pages load quickly and answer the ad promise. Reviewing score components regularly helps prioritize fixes that improve both conversion quality and media efficiency.