As part of the Live Search 2.0 launch, The formula used to calculate which ads appear in the mainline (the ads that appear above algorithmic search results) adCenter quality-based ranking system has been changed.
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, now 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:
- You could see your ads move in or out of the mainline depending on your CTR and set Max Bid
- You may need to bid more to maintain mainline positions
- You may see ads move up into the mainline without bidding more
- For ads remaining in the mainline, your actual CPC may increase
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.
The quality-based ranking improvements have been made in the context of the overall search experience – adCenter 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, adCenter will continue to improve the paid search listings on Live Search, specifically focusing on:
- Quality of ads – ad copy aligns with offer, landing page and search term
- Quality of advertisers – advertiser is offering unique and valuable goods, services or information
- Quality set of overall listings – overall result set is unique, extremely relevant, high quality and the best value for the searcher
If you have any more questions, please visit the adCenter Forum.
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