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18 Sep 2012

Microsoft adCenter Is Now Bing Ads

September 18, 2012PPC Advertising

With Microsoft’s updates to adCenter come not only advanced features and improved navigation, but also a shiny new name – meet “Bing Ads”. It’s no secret that Microsoft has been working diligently to improve their web interface and functionality by making it easier to manage multiple accounts at once, introducing new ad rotation capabilities and releasing a series of new tools to make all of this a reality. The new “Bing Ads” name makes this revamp a little more official. You should be optimistic that this relaunch and other updates planned for the future will make your experience on the Yahoo! Bing Network a smoother, more enjoyable one.

Speaking of which, adCenter isn’t the only name that’s changing. Yahoo! Bing Network is the new title assigned to the group of users that are unique to the Yahoo! Search and Bing sites. Microsoft states that the current Yahoo! Bing Network audience is made up of more than 151 million searchers who use their site or partner sites exclusively. In line with a recent study conducted by US, comScore Core Search (custom), June 2012, studies show that these searchers are likely to spend up to a quarter more than average users, and up to 5% more than a searcher who is exclusive to Google.

Microsoft is definitely capitalizing on these numbers. One new feature allows you to import your campaigns from AdWords directly into Bing Ads without even having to create an import spreadsheet. To take advantage of this streamlined process, click the “Campaigns” tab in “Bing Ads”. Click “Import your campaigns” and choose the option, “Directly from Google Adwords”. From here you will log in using your Google sign-in information. You’ll choose to which Bing Ads Account you want the new information imported, and then you’ll select the correct time zone and the details to import. “Bing Ads” recommends adjusting your bids here before finally clicking “Import”.

You now also have the ability to request an exception to editorial disapproval of keywords directly from the Campaigns page. Discovering that an ad or keyword has been disapproved can be frustrating, and not knowing where to go to request an exception can only add to that stress. Simply visit the Campaigns page and tell the editorial review panel why you are requesting an exception. If this goes through, you will be able to display your ad despite the previous status.

Finally, in addition to being able to choose where you want ads to display, you can also choose specific users to which you do not want these ads shown. You can limit by excluding specific locations, websites or even IP addresses. Bing Ads boasts new geographic targeting options for Metropolitan areas. By combining markets into major metros, you reach a larger audience in one fell swoop. For example, Anaheim, Long Beach, Los Angeles and Santa Ana were all stand-alone markets, but you can now use the umbrella of “Los Angeles” to maximize your audience reach.

Once you’ve set your targeting preferences, be sure to take advantage of the new ad preview tool, which lets you confirm that your ads are being shown in the right language domain and locations. You can access the “Ad Preview Tool” from the “Tools” page.

Bing Ads is taking another tip from AdWords by introducing the ability to use dynamic text within ad content and destination URLs. Dynamic text can change depending on the users that are assigned to see the ads. A feature like this makes it possible to reach relevant users on a customizable level.

The main goal of these updates is to enhance the Bing Ads user experience, and make it easier to organize campaigns and optimize ads. A streamlined process for you means more relevant, clickable ads for your customers. The end result – better ROI for you. Microsoft is optimistic that these updates make it a stronger contender in the wide world of search. This is only the first round of changes; keep your eyes open for exciting new features that make managing your accounts easier than ever.