Microsoft’s adCenter has placed click quality reports in their service for campaign managers to review for their advertising efforts.
The new reporting functionality debuting on adCenter will create reports about the quality of ad clicks. Microsoft also took the time to tout several studies that lauded the conversion rates enjoyed by ad clients.
The adCenter blog explained how clients can view these new reports. Brendan Kitts, Program Manager for Click Quality for Microsoft adCenter, also noted how Microsoft views clicks as either standard quality (good) or low quality (bad):
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 reasons
Some 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.
Users customize reports by selecting from available values for low quality clicks, impressions, or click conversions, among other choices. AdCenter clients can find the new reporting in their account management tool.
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