Delight + adCenter

Delightful + adCenter Tools, tips and tricks you can use to amaze. Natala Menezes Product Manager June 04, 2008 advertising.microsoft.com

A little bit about me. 2

A little bit about me. 3

A little bit about me. Product Manager User Experience & New Product Development 6+ years in Search 4

A little bit about me. Product Manager User Experience & New Product Development 6+ years in Search 5

A little bit about me. 5 lb dog with a Napoleon complex Product Manager User Experience & Photo credit: Darren Dalasta http://flickr.com/photos/ddalasta/1461199997/ New Product Development 6+ years in Search 6

A little bit about me. 5 lb dog with a Napoleon complex Product Manager User Experience & Photo credit: Darren Dalasta http://flickr.com/photos/ddalasta/1461199997/ New Product Development 6+ years in Search 7

A little bit about me. 5 lb dog with a Napoleon complex Core Product Beliefs: (1) Quality Product Manager (2) Transparency User Experience & New Product Development (3) Efficiency Photo credit: Darren Dalasta http://flickr.com/photos/ddalasta/1461199997/ 6+ years in Search 8

A little bit about me. 5 lb dog with a Napoleon complex Core Product Beliefs: (1) Quality Product Manager (2) Transparency User Experience & New Product Development (3) Efficiency Photo credit: Darren Dalasta http://flickr.com/photos/ddalasta/1461199997/ 6+ years in Search 9

1 Keywords 2 Bulk Tools 10 3 Tricks

1 Keyword lists are hard to develop. • Building a keyword list takes time + hard work – How do you get from 10 words to 100? – How do you find out Synonyms? Antonyms? Related nyms? • There’s not a lot of easily available data on keywords – How does a specific keyword perform? – How much will the KW cost? How many impressions are available? Clicks? – Keywords alone are not enough – need volume and monetization metrics. 11

You need data. 12

You need data. 13

You need data. 14

1 Easy to access. We’ve got data. It’s in Excel. It’s free. The adCenter Add-inBeta • Absolute numbers – Data directly from Live Search query logs and adCenter impressions. • Demographic Data – Helps you understand who’s searching with the keywords you are buying. • Portable – You can use this information on any engine. Just copy & paste. • Download the add-in here: – http://advertising.microsoft.com/a dvertising/adcenter_addin – Excel 2007 version available today. 2003 version releasing this summer. 15

2 Managing lots of keywords is kinda messy. • Uploading keywords and ads takes a lot of time – Each item has to be managed individually. • It’s not easy to copy and paste – You are spending time in excel and want to be able to easily port that information directly into adCenter. – There’s a need to replicate what’s working on one engine to another engine. • Sometimes, you want to change a lot of little things all at once – Raise all your bids by a 20%, delete a set of keywords, add a set of keywords – across multiple campaigns. 16

2 Introducing: adCenter DesktopBeta • Quick Import – Copy and paste keywords, negative keywords, match types and bid amounts. – Import data directly in multiple formats, with settings and keyword/ad data. – Supports AdWords Editor export. • Bulk Edits + Research – Bulk edit multiple items at once (bid prices, destination URLs, ad group targeting, etc.) —within or across groups of items. – Integrated keyword research • Notifications – Scan campaigns for editorial issues Register for the pilot: before uploading to adCenter – http://advertising.microsoft.com/adcenter- – Receive alerts on performance changes beta-pilot-signup • Yes, there’s lots more Select adCenter Desktop Share your feedback – Better navigation, quick interface, creation wizard, keyword research ... 17

3 Tricks: {Keyword} {MatchType} {QueryString} {Param 1} • What are parameters or dynamic text? – A string value that's not resolved until runtime. • Types of values: – adCenter defined (Keyword, MatchType, QueryString, OrderItemID, and AdID) – dynamic value defined by you or users (Param1, Param2, and Charles Thrasher Param3) Ad Services Project Lead • Trick #1: Custom Ads Extraordinaire – Use {Keyword} as a parameter to dynamically create an ad that matches the users queries. • Trick #2: Dynamic Destination URLS – Leverage parameters to attach key information to the referring URL for detailed tracking. • More details on the blog: – http://adcentercommunity.com/blogs/advertiser/archive/2008/03/29 /dynamic-text.aspx 18

adCenter Workshops • We are coming to a city close to you • E-mail me if you are interested in attending: acpc@microsoft.com. New York June 17, 2008 Doubletree Metropolitan Los Angeles Chicago June 19, 2008 July 1, 2008 Sheraton Gateway Los Angeles Hyatt Lodge at McDonald's Campus 19

Thank You. Natala Menezes acpc@microsoft.com http://adcentercommunity.com Slides will be uploaded to slideshare.net/natala007 20

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Delight + adCenter

by Natala Menezes on Jun 05, 2008

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Delight + adCenter — Presentation Transcript