PubCon Vegas 2008 – PPC Engine Vendor PaneladCenter UpdateDoug StotlandDirector, Product Management
Microsoft adCenter Update
• adCenter Fall 2008 Upgrade
• Rising CPC’s and the BRG
• Wrap Up
adCenter Fall 2008 Upgrade Sampler
Pause and resume individual ads and keywords
Examples:1.Holiday promos or weekend sales2.Future promotions3.Manual A/B comparison testing.
Fall Upgrade - Improved Editorial Review
• Faster on our end
• Easier on your end• More detailed info on
rejections and better nav to fix
• Trouble shoot dynamic text errors
Keyword bid suggestions and performance estimates for content ads
•“Update all bids for position 1” button
•“Update performance estimates” to see new forecasts
Better, Faster UI Easier to Manage
•Easier to target based on location
•Shorter page load times
•Easier to monitor peformance
Rising CPCs and the BRG• CPCs increase
• Why is that?– Increasing demand from new advertisers and bigger budgets– Irrational behavior– Increasing ROI
• Prediction: The Big ROI Gap (BRG) gets Bigger
ROIROIROIROIROIROI
ROIROIMarket Changes
Technology &
Innovation
Knowledge
The BRG – Market Changes
• Adapt and adopt as the market changes
• May 2006– adCenter Launches– ~40 MM users, 2B+ searches/month– Access to high converting, high spending audience
moves from Yahoo to adCenter
ROIROI ROIROIMarket Changes
1.2%
1.8%
2.0%
0.9%
1.4%
2.3%
1.0%
1.4%
2.8%
0%
1%
2%
3%
Retail Consumer Electronics Travel
MSN Google Yahoo!
Convers
ion R
ate
Notes: *Compete defines Conversion as a session where the conversion funnel was completed (purchasing retail item, purchasing travel) MSN scored 3rd in Financial Services, the only other category studied
The BRG – Technology and Innovation• Capitalize on innovations coming to market to:
– Learn about your customers and target more precisely– Improve CTR which increases volume and lowers your CPCs– Increase post-click conversions– Define ROI the right way
ROIROIROIROI
Technology &
Innovation
The BRG – Knowledge and Skill
• Build knowledge and work with ringers:– SEM agencies– Conferences, training, blogs, etc.– Good marketing beats less good marketing– Hiring
ROIROI ROIROIKnowledge
Who’s on the Business End of the BRG?
• Adapt and adopt as the market changes
• Capitalize on innovations coming to market
• Build your capabilities
ROIROI
ROIROIThe BRG
The Business End of the
BRG
Wrap UpMicrosoft Advertising Products
• adCenter – Search-based ads (http://advertising.microsoft.com/search-advertising)
• adCenter Publisher – Publish adCenter’s ads on your website (see Betas below)
• Content Ads – our contextual ads program. Your ads could be seen on Facebook, Wall Street Journal, CNBC, Fox Sports, MSN, and more. (http://advertising.microsoft.com/search-advertising/content-advertising)
• Mobile Search, Cashback, Display ads, and more
Tools
• adCenter Add-In – Understand your keywords (http://advertising.microsoft.com/search-advertising/adcenter_addin)
• adCenter Analytics – Know your traffic (http://advertising.microsoft.com/search-advertising/adcenter-analytics)
• adCenter Desktop – Manage your campaigns offline (see Betas below)
Resources
• adCenter Community Blog – www.adcentercommunity.com
• Participate in Betas – http://advertising.microsoft.com/adcenter-beta-pilot-home
Let’s Keep in Touch
http://Twitter.com/adCenterBlog
www.adCenterCommunity.com