Search
Quality Score 10: what it takes, and what it saves.
Every paid search result is an auction, and it does not go to the highest bidder. Here is the score that decides it, and how to build an account that earns a 10.
Search
Microsoft Advertising (Bing Ads): the search audience most competitors ignore.
Position One1 minute read
When businesses think of search advertising, they think of Google. That is exactly the opportunity. Microsoft Advertising serves ads across Bing, Yahoo, AOL and other partners, plus placements connected to Microsoft's AI features, and many of your competitors are not bidding there at all.
Who searches on Bing
Bing is the default search engine in Windows and the Edge browser, so it reaches many people on work computers and desktop machines. For business services and higher-consideration purchases, that desktop audience can be valuable.
“The best auction is the one your competitors skipped.”
How to launch it
Microsoft Advertising can import campaigns directly from Google Ads, which makes a first launch fast. But imported campaigns should be reviewed: bids, budgets, negative keywords and audience settings behave differently, and the search terms report will show different patterns worth acting on.
Track conversions with Microsoft's own tag so the platform's automated bidding has data to work with.
Why the highest bid does not win the top slot
Search engines rank ads on bid multiplied by how relevant and useful the ad and landing page are. Raise relevance and the same budget buys a better position at a lower cost per click.
Bid × Quality Score = Ad Rank
Advertiser A$6.00 bid · Quality Score 4/10
Ad Rank 24
Position 2Pays more per click
Advertiser B (built the P1 way)$4.00 bid · Quality Score 9/10
Ad Rank 36
Position 1Pays less per click
Illustrative teaching example. Figures are simplified and are not client results; platform formulas include additional factors.
Where it fits in the plan
For most businesses running Google Ads, Microsoft Advertising is an extension, not a replacement: the same keywords reaching a different set of searchers. Judge it on cost per lead alongside Google, and move budget toward whichever performs better.
Our search advertising service runs both platforms as one plan.
Position One
Position One runs paid search, AI search and political persuasion programs from Scottsdale, Arizona for clients nationwide.
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