The Microsoft adCenter blog has announced another round of improvements in relevancy of ads. To quote from the official blog post “we improved how we establish the quality and relevance of ads and landing pages in relation to the search user’s likely intent.” The critically important user’s intent remains unexplained as per now.

The improvements are enhancements to the existing system which will do the following:

•  Assessing the content of the ad and landing page in relation to the user’s likely intent.
• Assessing the keywords that an advertiser selects in relation to the advertiser’s landing page content, to confirm that they are substantially relevant to both the landing page and the user’s search query.
• Trying to ensure that there is substantive content on the landing page to fulfill the user’s query.
• Assessing the duplicative nature of content in overall search results. In cases where there may be content that is duplicated within search results (including landing pages) Microsoft reserves the right to limit advertising of the duplicate content when it lessens the user experience.

Microsoft already has the highest click through rates though the problem with adCenter is traffic. However, Microsoft has considerably improved the platform over past few months and it should be sad if it does not see growth in traffic.