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Three Tips to Get More Out of Your adCenter

Executives from Yahoo! and Microsoft cited some impressive stats, saying that, for e.g., the Search Alliance transitioned more than 60,000 search accounts and completed more than 11,000 creative optimization tasks, and stabilized the joint marketplace in just 90 days.

Dr. Nirah Shah, gm of Marin Software Professional Edition, said that in a study of more than 800 advertisers, conversions were about 13% better since the transition, while the cost-per-click has also been roughly 20% lower.

The speakers noted that not everyone has transitioned their search business smoothly to adCenter, and offered some advice to get the most out of the platform:

    Increase search volume: Some advertisers are seeing higher performing traffic, but less volume, said Danielle Mohen. To increase volume, she recommended:

    • Check your negative keywords and Broad Match settings imported from Google–adCenter’s Broad Match is less “extreme” then Google’s, so you may need to make sure that you’re getting the keywords you want—and not blocking the ones you need
    • Use keyword expansion tools to show up for more queries. “We’ve advertisers who should be showing up for searches, but they’re not there,” Danielle said.
  1. Improve performance: One of the biggest reasons that advertisers sometimes see lower click volume is that ads are being filtered out due to poor landing page relevance, minimum bids that’re too low, and low click-through rate. The adCenter quality score is made up of keyword relevance, landing page relevance and the landing page user experience, so improving these factors will help your ads show up more frequently and achieve better click-through rates.
  2. Use your budget for better return: Advertisers who max out their budget daily may see lower return-on-investment than those who don’t. That’s because the adCenter system is meant to deplete all budgeting options within a single day, and it’s tougher to optimize your spend. Mohen recommends using dayparting and distribution controls to spend your budget only when-and where-you want it most.


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