MSN adCenter to Tackle Upgrade
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Written By Reprise Media | April 13, 2006 | Share This
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Thanks to Marketing Shift, we’ve got the goods on some upcoming adCenter changes. MS points to an adCenter Blog post saying that within the next week, they’ll be altering the way their search ad system’s broad match works; it should theoretically result in more ad clicks for advertisers.
Basically, adCenter didn’t initially have enough data to make broad matches as relevant as they needed to be, so they were using a filter “to make sure the keyword was related to the ad text,” according Group Program Manager Brian Burdick. Now, with “millions” of ads in place, they’re going to take the filter off. Here’s how they explain the difference:
Before the change - If an advertiser was bidding on the keyword “TV” and had it on broad match, and someone searched for “plasma TV”, then the ad would only show up if the word “plasma” appeared in the ad title or body text.Now - If an advertiser bids on “TV” and has it on broad match, and someone searches for “plasma TV”, then the ad would show up.
Over the next couple of weeks, adCenter will also prepare a separate set of upgrades that seem designed to address some of the difficulties faced by “low budget self serve advertisers.” One biggie is the Bulk Keyword Upload Tool, which allows you to “copy and paste keywords (instead of entering each one manually) to significantly reduce the time needed to set up a campaign through the UI.” Also, you’ll be able to edit all keyword bids, which will be arranged in a grid so you can easily see your whole campaign.
Topics: Microsoft |