Jun.23

THE adCenter Cliff Notes

THE adCenter Cliff Notes

Looking for quick an easy info on how to start advertising on Yahoo/Bing or thinking about getting Microsoft adCenter certified? Here are my notes from watching all 33 training videos. You will save 3 hours, 44 minutes and 30 seconds of your life with these cliff notes!

Creating an account

  • Your account is used for billing and to track multiple campaigns
  • A valid credit card or PayPal is required to acitvate an account
  • You can create your first ad campaign before activating your account
  • One business can have several accounts
  • You can sign into adCenter using your Windows Live ID

Importing

  • Use the campaign import wizard to import campaigns, ad groups, ads and keywords
  • Import campaigns from other online search advertising programs (aka Google Adwords)
  • Use the import template to create new campaigns
  • Stop and resume the import process at any time

Ads

  • Keep your customer in mind
  • Keep your ad concise, relevant and specific
  • Review and understand the adCenter Editorial Guidelines

Adcenter Charcter Limits Chart December 2011
Microsoft adCenter provides:

  • Clear, efficient editorial experience that helps your ads and keywords go live quickly
  • Immediate editorial feedback
  • Prompt review of ads and keywords
  • Notification of editorial disapprovals
  • Actionable recommendations for managing disapprovals
  • Editorial appeals process

Targeting

  • Target your ads by geographic location, day of the week, time of the day, gender, age and device
  • You can set up targeting at the campaign or ad group level
  • Targeting is avaliable in the U.S., UK, Canada and France at a country/region, state/province, meto area and, in some cases, city and town level
  • When you target audiences by age and gender you ads will also be displayed to other customers

Keywords

  • To find synonyms for the keywords you’ve already chosen, use the Find Keywords containing a word of phrase option
  • Search different websites, in addition to your own, to find more keywords
  • Set keyword match types and add negative keywords
  • Visit the Microsoft adCenter Labs website to learn more about delivering relevant advertising to you customers

Match Types

  • Use Broad match to expose your ads to a wider audience
  • Use Phrase match to help prevent your ads from being displayed for irrelevant variations of your keyword
  • Use Exact match to precisely match your keyword and lower your costs
  • Use negative keywords when you know a term doesn’t apply to your business
  • Use website exclusions to prevent your ads from appearing on websites that do not further your advertising goals

Campaigns and Ad Groups

  • Use descriptive names to organize your ads and keywords
  • Use conversion tracking and campaign analytics to monitor the effectiveness of your campaign
  • Use targeting to help increase the chance that your ads will be seen by specific customers
  • Use exclusions to prevent your ads from being displayed to customers who are unlikely to click them
  • Use ad distribution to limit where your ads are displayed

Analytics

  • Track conversions, revenue from conversions, advertising costs and visitor behavior on your website
  • Track third-party ad campaigns
  • Choose the best way to measure the success of your ads

Optimization

  • Review performance reports
  • Modify keywords
  • Change bid prices
  • Use targeted bidding

Click Quality

  • Look for unexplained changes in traffic volume
  • Monitor your ad click-through and conversion rates
  • Identify your average click volume
  • Set up a monthly budget that allows for trends and fluctuations
  • Use conversion tracking
  • Use web-tracking software
  • Contact adCenter Support to report suspected low-quality click activity

Testing

  • Create multiple test ads per ad group (3+)
  • Always delete (not edit) underperforming ads
  • Create new ads by refining the ad copy from the best preformatting results
  • Wait three weeks and allow at least 1,000 impressions before making changes
  • Branding goals should look at impressions, ROI goals should look at click-through rate
  • Low position: Check bids and ad relevance
  • Low CTR: Check ad copy
  • Low impression/High CTR: Delete underperforming ads to ensure the highest ad group CTR
  • Leave at least 2 ads in each ad group (preferable 1 static and 1 dynamic)
  • Measure performance data form all ads during the same date range
  • Don’t stop refining your ad copy after just one test

Ad Copy

  • Adhear to guidelines for editorial style
  • Use dynamic text
  • Engage the correct audience
  • adCenter Engage the Correct Audience Chart - Customer profile, services/product, branding and pricing/call to action

  • Include unique selling points, pricing and branding
  • Motivate the searcher to click

Dynamic Text

  • Choose your keywords wisely
  • Associate specific keywords with different parameters
  • Your ads will only display keywords that you have chosen
  • To be sure your ad is displayed, specify default text for each type of dynamic text you use
  • Keyword insertion: Exact keyword inserted to make the ad relevant and specific and is easy any immediate, but cannot change capitalization and risk editorial disapprovals for misspellings
  • Parameter insertion customizes the keyword for proper capitalizing, spelling and grammar to help keep the ad text within character limits and can be used for values like prices and discounts. This allows for quick updates to multiple ads but can be time-consuming to create
  • Check that your ad reads correctly with all keywords
  • Don’t use dynamic text if ad groups contain a small number of similar keywords, brand campaigns with well-defined offline messages or when inserting a keyword into your ad would be confusing, strange or offensive

adCenter Dynamic Text Example Keywords and Params

Quality of Ad

  • Ensure the ad copy aligns with the keywords, landing page and offer
  • Ensure the advertiser provides unique and valuable goods, services or information
  • Ensure the rest set is unique, relevant and the best value for the searcher and the Microsoft content network consumer
  • Ad rank is determined by your bid, quality (relevance) and performance (CTR)
  • Mainline ads are displayed abvoe the organic search results
  • Right-rail ads are displayed to the right of the organiz search results
  • Any ad with an ad rank above the mainline threshold may appear in the mainline, but ads may move in and out
  • Improve ad rank by adjusting:
  • Cost per click bid amounts (quickest)
  • Ad copy
  • Landing pages
  • Other key attributes (keyword match and targeting options)

adCenter Testing Chart Hich to low CTR and ad rank

Campaign Budget

  • Choose daily standard to divide your daily budget across the day
  • Choose daily accelerated to spend your daily budget as quickly as clicks arrive
  • Choose monthly if you don’t anticipate changing your budget frequently
  • Visite the pricing page to make any changes to your campaign budget or keyword bids

Billing

  • The day you set up your adCenter account becomes your billing cycle day
  • Billing dates cannot be changed
  • Your credit card or PayPal account is charged monthly based on your monthly billing date

Desktop Tool

  • Bulk-manage your adCenter accounts
  • Use the familiar Office user interface as you create and edit multiple campaigns, ad groups, ads and keywords
  • Adjust your campaigns based on performance alerts
  • Subscribe only to the accounts and campaigns you want to work on
  • Synchronize your changes with one click
  • Easily identify updates and locate and resolve conflicts and errors
  • Follow best practices for preparing exported Google files
  • Before importing, set default values for campaigns, ad groups and keywords
  • Bulk-edit exported Desktop campaigns in Excel, then re-import the data to update or create new campaigns
  • Copy and paste between campaigns
  • Use the Multiple Changes wizard
  • Find and replace ad copy and negative keywords
  • Opt into match types
  • Filter using advanced search
  • Customize default values for new and imported campaigns, ad groups and keywords
  • Customize default keyword bdgs at the ad group level
  • Customize columns displayed in the Manager pane
  • Customize date ranges for downloading performance statistics
  • Keyword generation tools provide keyword suggestions
  • Keyword intelligence tools provide demographic search data
  • The keyword bid estimation tool provides bid estimates for the top search positions
  • Targeting can be set in bulk and copied from one campaign or ad group to another

Would you rather watch the almost 4 hours of tutorials?
Go for it!

Comments(0)

  1. BURGERVer
    133 days ago
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