ppc_engine_vendor_panel-doug_stotland.ppt

518 views
482 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
518
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • The adCenter Fall Upgrade offers many of the convenient, time-saving improvements you’ve been asking for, as well as some new Microsoft Advertising design elements that lend a welcome new look to the adCenter user interface. Here are the top new features that you’ve been asking for: Faster editorial reviews to help approved ads and keywords go live sooner Content ads Performance estimates and bid suggestions Improved UI to make it easier to navigate
  • You can now pause individual ads and keywords at any time and then resume them whenever you want. With the pause and resume feature no longer limited to campaigns and ad groups, you have much greater control over your advertising efforts. For example, pausing and resuming ads and keywords lets you: Temporarily stop delivering time-sensitive ads for a holiday or a weekend sale, and then resume ad delivery precisely when you want it. Create ads and keywords for a future promotion and then pause them until they are ready to be delivered. Perform manual A/B comparison testing.
  • A clearer, more efficient editorial experience to help your approved ads and keywords go live faster If your ad or keyword was disapproved, it’s now easier to learn why. You get more detailed information in adCenter Help, as well as a direct link to the adCenter page where you can update and resubmit the ad or keyword for approval. If you use dynamic text to customize your ads, adCenter now displays a keyword status of Error if your {keyword}, {param2}, or {param3} dynamic text variables cause your ad title or ad text to exceed character limits. If you rest the pointer on the Error status, you can see the reason for this error as well as preview the ad that contains the error. Once you understand the error, it’s easier to update your dynamic text appropriately.
  • U.S. customers can learn more about the performance of content ads by using features that were previously available only for search ads. Now, on your Keywords page, you can help boost the performance of your content ads by viewing keyword performance estimates for your content ads and updating your keyword bids for a top position on content pages. To automatically replace each current keyword bid with a bid that is estimated to help boost your ad to the best position, click Update all bids for position 1 on the Keywords page. To manually update your content keyword bids (max. CPC), click Update performance estimates to see how your keywords are likely to perform with the new bid price.
  • Remember, you can still set an incremental bid (made in 10% increments above your keyword bid) to increase the chance that your ad is seen by customers in your targeted location. Now adCenter makes it easier for you to target your ad groups to the customers you’d like to reach. In select locations, you can zero in on countries/regions, states/provinces, metro areas, or even (in some cases) cities and towns within metro areas. A tree view that makes it easy for you to find the specific location that you want to target. An Available locations search that can save you time by displaying a list of targeting options as you type. An embedded Virtual Earth™ map to help you visualize your targeted locations. Now you can quickly see the performance of your ads by viewing the totals for search, content (U.S. only), and all of your ads on the Ads table—without running a performance report. In addition, we’ve updated the Ads table with a new Ad ID column that displays the identification number of the ad you are reviewing.
  • from our announcement a few weeks ago that you can follow updates from the adCenter Blogs & Forums by following us on Twitter at http://Twitter.com/adCenterBlog - we have now launched a page on Facebook so you can stay even better connected with us. We’ll be updating the page regularly with new posts from the blog, photos from conferences we’ve been at and details of all the upcoming events we’ll be attending. This continues our commitment to bring our customers closer to the people behind Microsoft Advertising , keep you informed of all the latest “goings on”, and provide you with yet another way to give us feedback. If you are a Facebook user, please go to our adCenter Facebook Page , become a fan and let us know what other content you’d like us to provide. I’ll be Tweeting LIVE from PubCon in Las Vegas this week so see you there….virtually of course! Cheers Mel
  • ppc_engine_vendor_panel-doug_stotland.ppt

    1. 1. <ul><li>PubCon Vegas 2008 – PPC Engine Vendor Panel </li></ul><ul><li>adCenter Update </li></ul><ul><li>Doug Stotland </li></ul><ul><li>Director, Product Management </li></ul>
    2. 2. Microsoft adCenter Update <ul><li>adCenter Fall 2008 Upgrade </li></ul><ul><li>Rising CPC’s and the BRG </li></ul><ul><li>Wrap Up </li></ul>
    3. 3. adCenter Fall 2008 Upgrade Sampler
    4. 4. Pause and resume individual ads and keywords <ul><li>Examples: </li></ul><ul><li>Holiday promos or weekend sales </li></ul><ul><li>Future promotions </li></ul><ul><li>Manual A/B comparison testing. </li></ul>
    5. 5. Fall Upgrade - Improved Editorial Review <ul><li>Faster on our end </li></ul><ul><li>Easier on your end </li></ul><ul><ul><li>More detailed info on rejections and better nav to fix </li></ul></ul><ul><ul><li>Trouble shoot dynamic text errors </li></ul></ul>
    6. 6. Keyword bid suggestions and performance estimates for content ads <ul><li>“ Update all bids for position 1” button </li></ul><ul><li>“ Update performance estimates” to see new forecasts </li></ul>
    7. 7. Better, Faster UI  Easier to Manage <ul><li>Easier to target based on location </li></ul><ul><li>Shorter page load times </li></ul><ul><li>Easier to monitor peformance </li></ul>
    8. 8. Rising CPCs and the BRG <ul><li>CPCs increase </li></ul><ul><li>Why is that? </li></ul><ul><ul><li>Increasing demand from new advertisers and bigger budgets </li></ul></ul><ul><ul><li>Irrational behavior </li></ul></ul><ul><ul><li>Increasing ROI </li></ul></ul><ul><li>Prediction: The Big ROI Gap (BRG) gets Bigger </li></ul>ROI ROI ROI ROI Market Changes Technology & Innovation Knowledge
    9. 9. The BRG – Market Changes <ul><li>Adapt and adopt as the market changes </li></ul><ul><li>May 2006 </li></ul><ul><ul><li>adCenter Launches </li></ul></ul><ul><ul><li>~40 MM users, 2B+ searches/month </li></ul></ul><ul><ul><li>Access to high converting, high spending audience moves from Yahoo to adCenter </li></ul></ul>ROI ROI Market Changes Conversion Rate 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
    10. 10. The BRG – Technology and Innovation <ul><li>Capitalize on innovations coming to market to: </li></ul><ul><ul><li>Learn about your customers and target more precisely </li></ul></ul><ul><ul><li>Improve CTR which increases volume and lowers your CPCs </li></ul></ul><ul><ul><li>Increase post-click conversions </li></ul></ul><ul><ul><li>Define ROI the right way </li></ul></ul>ROI ROI Technology & Innovation
    11. 11. The BRG – Knowledge and Skill <ul><li>Build knowledge and work with ringers: </li></ul><ul><ul><li>SEM agencies </li></ul></ul><ul><ul><li>Conferences, training, blogs, etc. </li></ul></ul><ul><ul><li>Good marketing beats less good marketing </li></ul></ul><ul><ul><li>Hiring </li></ul></ul>ROI ROI Knowledge
    12. 12. Who ’ s on the Business End of the BRG? <ul><li>Adapt and adopt as the market changes </li></ul><ul><li>Capitalize on innovations coming to market </li></ul><ul><li>Build your capabilities </li></ul>ROI ROI The BRG The Business End of the BRG
    13. 13. Wrap Up <ul><li>Microsoft Advertising Products </li></ul><ul><li>adCenter – Search-based ads ( http://advertising.microsoft.com/search-advertising ) </li></ul><ul><li>adCenter Publisher – Publish adCenter’s ads on your website (see Betas below) </li></ul><ul><li>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 ) </li></ul><ul><li>Mobile Search, Cashback, Display ads, and more </li></ul><ul><li>Tools </li></ul><ul><li>adCenter Add-In – Understand your keywords ( http://advertising.microsoft.com/search-advertising/adcenter_addin ) </li></ul><ul><li>adCenter Analytics – Know your traffic ( http://advertising.microsoft.com/search-advertising/adcenter-analytics ) </li></ul><ul><li>adCenter Desktop – Manage your campaigns offline (see Betas below) </li></ul><ul><li>Resources </li></ul><ul><li>adCenter Community Blog – www.adcentercommunity.com </li></ul><ul><li>Participate in Betas – http://advertising.microsoft.com/adcenter-beta-pilot-home </li></ul>
    14. 14. Let’s Keep in Touch http://Twitter.com/adCenterBlog www.adCenterCommunity.com

    ×