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Click quality reports in adCenter

Posted on 7.05.2007
Microsoft's adCenter is making it easier for advertisers to determine the value of the clicks they receive. adCenter is now categorizing clicks as either "standard quality" or "low quality."

Standard quality clicks are essentially those you want, meaning they carry the potential to result in conversions. Conversely, low quality clicks are 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
The adCenter blog noted that some of the traffic that it flags as low quality might ultimately result in conversions, which is why the label “low quality,” rather than “invalid,” provides a more accurate description of this class of traffic.

There is also an interesting section within the post about how Microsoft adCenter click quality compares to that of other search engines that is very interesting.
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