ppc_engine_vendor_panel-doug_stotland.ppt

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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

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