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Best Practices with adCenter For Bing & Yahoo

Mathew Guiver began the panel by discussing the Top 10 reasons why advertisers should use the adCenter Desktop Tool:

  1. Import options – directly import Adwords campaigns so there is no need for manual upload
  2. Campaign creation – create campaigns on the fly with little effort
  3. Keyword generation and bid estimates – perform keyword research directly within the tool, complete with projections on bid amounts
  4. Negative keyword wizard – quickly identify and exclude negative keywords
  5. Find and replace tools – simple tool for changing keywords, campaign descriptions, etc.
  6. Monthly traffic forecasts – receive historical and future projections of search traffic volume
  7. Age and demographic predictions
  8. Demographic bidding – specify and target particular demographics
  9. Reporting tools
  10. Ability to copy/paste directly into excel

Joseph Kerschbaum then described his set of best practices:

  • Implement conversion tracking
  • Add tagging at least at the ad-level to tracking performance (this can be done using the Google Analytics URL builder)
  • Cross-pollinate keywords by running search query reports (SQR) for both Adwords and adCenter campaigns and ensuring the top performing keywords in both accounts are present in the other.  Any keywords that are:
    • Similar – are very important!  This shows both search engines find a keyword relevant for the campaign
    • Different – represent opportunities to cross-pollinate. If a keyword works in one search engine, it may be just as successful in the other
    • Negative – consider these keywords a way of fine-tune both adCenter and Adwords
  • Segment campaigns by device – do not target all devices using the same keywords and messaging
  • Segment by network: Joseph advocated using the search network and content network, but paying close attention to performance on the search partner network,
  • Consider budgeting options – recommended setting a daily budget as opposed to a monthly budget with the accelerated delivery option selected. If the budget runs out early, advertisers can customize delivery through ad scheduling

Allan Chuate described the “Ad Serving” logic behind adCenter as involving three elements:

  1. Click-through-rate (CTR) Threshold
  2. Minimum Bidding
  3. Landing Page Relevance

He also advised against launch new terms in ad groups or campaigns with high search volume but low quality score.  He also warned against using bid management tools until pricing and positioning have had enough data to normalize.

Ping Jen took the opportunity to answer some commonly asked questions when it came to campaign performance on adCenter:

  • If a Quality Score (QS) changes without changes being made by the advertiser, it’s generally because competition is further optimizing their own campaigns
  • Advertisers should focus on keywords with high quality scores but with low aggregated QS to see if they can be optimized
  • Similarly, advertisers should focus on low QS keywords with high aggregated QS  to see if they should be changed/removed

Speakers:

  • Matt Van Wagner, Find Me Faster (Moderator)
  • Allan Chuate, Yahoo!
  • Matthew Guiver
  • Ping Jen, Microsoft
  • Joseph Kerschbaum, Clix Marketing

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Contributed by Jonas Pauliukonis, Sr. eStrategist

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