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It is rare that I praise MSN for something related to search, but their PPC portal I have always liked. The issue has always been they just don’t have the market share to make it really worth it. They posted on their blog about new quality reports they have available.
When you log into your account the clicks that have been made are categorized as either “standard quality” or “low quality”.
What exactly is a “low quality” click to Microsoft?
Low-quality clicks are clicks that adCenter classifies as non-billable, including those that adCenter has identified as:
* Invalid clicks
* Clicks that have characteristics of low or unclear commercial intent
* Clicks that exhibit patterns of unusual activity
* Clicks that originate from spiders, robots, questionable sources, or test servers
* Clicks that should be filtered out for other reasonsSome 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.
I struggle with some of the language that Microsoft uses here. The “Clicks that have characteristics of low or unclear commercial intent.” How do they know this? How will this be measured?
It will be interesting to see how this shakes out by month’s end. How many “low quality” clicks will there be? Microsoft says it won’t bill the advertiser for them. My gut tells me it will be less than 1% which is FAR below the actual numbers … just taking click fraud into account let alone the new areas Microsoft is targeting.
Let’s hope that I’m wrong on this and the numbers are closer to 14%.
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