Improvements in Microsoft adCenter
The adCenter team is predicting that these improvements will help foster the alliance between Microsoft and Yahoo search, by eliminating some of the problems that have come up repeatedly in the past. Poor RPS has been cited as an obstacle for the introduction of an international platform for the combined Microsoft and Yahoo paid-search alliance network. In order to reach potential at a global level, the adCenter team recognizes that they will have to take measures to ensure that RPS is greatly improved, and that users are getting the most out of their service.
David Pann, adCenter’s general manager, has a few opinions on how to improve the service, and develop features that make it more accessible and efficient for searches. In a recent interview, Pann stated that adCenter needs to find a way for advertisers to work more quickly and efficiently, enabling them to do in 15 minutes what they would normally do on Google in 45 minutes. His goal is to create a more streamlined center of business, so that the work flow process is more clean, and manageable.
Pann has announced that starting now, he aims to make the sign-up process more available for small advertisers, he wants to provide advertisers with improved targeting capabilities, and plans to introduce better reporting potentials. Pann says that between now and October users can expect to see the inception of these new features, including a fresh user interface, new reporting tools and revised targeting measures. Refinements have already been made to adCenter’s core algorithms to improve matching.
At the beginning of August, adCenter instituted upgrades to their keyword match system, including broad and phrase-match type features. AdCenter plans to stay true to its exact match and negative match keywords, but now users have access to much more vast and all-encompassing keyword match structure. The engineering team at adCenter was able to reconstruct these two match types by incorporating Bing’s algorithmic technology to adCenter’s already existing keyword structure. All of these new installments will be used to help increase RPS for advertisers.
Around February, Microsoft chose to move some of their Bing engineers onto the adCenter team to begin working on matching technology. Although the teams are based in the same unit, they continue to work as separate engineering teams. They continue to work toward sharing that technology to get the most out of their expertise.
Based on the new improvements with the broad and phrase-match selections, users who choose to opt-in to this format should see their quality scores begin to rise, as well as experience an increased number of conversions. This new keyword plan has been established to help consumers be matched with the most relevant queries every time they run a search. Once those key points are achieved, only time will tell how these installments are received by users. The global potential will begin to be seen when adCenter is rolled out in India within the next couple of months. Other markets are expected to follow quickly behind in 2012.
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