Category: adCenter

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Structuring Your Account to Use Dynamic Text – Part I

It is a known fact that using dynamic text in your ad program will increase the click through rate and may even increase conversions. A crucial step for success is to properly structure your Bing Ads account to make dynamic text work for you. More often than not, a haphazard use of dynamic text may actually increase impressions without an increase in clicks and can potentially lower your program’s click through rate (CTR). By carefully structuring your account to use dynamic text properly you can increase CTR and improve conversions all at the same time.

Here’s what I do when using dynamic text in a Bing Ads account for best results:

  1. I typically do not add dynamic text insertion ad groups until I have an idea of keywords that generate leads in an account. I wait to set up a dynamic text ad group as it does take time both in creating a keyword list that is workable and time to create ad text that makes sense with the dynamic word or phrase insertion. I want to know what will be workable before I invest the time in set up. Plus, by waiting, I can pick specific high performance keywords or create break out programs based on past performance. I will typically do dynamic text programs in the first thirty days of account creation.
  2. I usually create small ad groups with a very small list of broad and phrase matched keywords when I am creating a program where I will use dynamic text insertion. Sometimes, my program may have only 10 to 20 keywords as I am doing testing. If I am promoting products for a florist, I would not use general keywords such as roses or daffodils, but rather “buy roses”; “buy daffodils” as my keywords and even variations in the same ad group with “purchase” and “order” in addition to “buy”. I may use broad match or just start out with phrase match keywords. The actual match types I will use will be based on what has happened in the rest of the account based on ad spend per day, cost per click, and number of impressions.

Come back to read the rest of the post on Wednesday.

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Microsoft adCenter Name to Be Updated?

I follow adCenter on Twitter and noticed that this past week they had announced the new name for their service is Bing Search Advertising. Interesting… as a Microsoft Advertising Accredited Professional, I wonder when adCenter will be changing their name and the adCenter program will be updating their professionals badge.

Here are a few of the  names I might recommend to them:

Bing Accredited Professional

Bing Advertising Certified Professional

Bing Advertising Accredited Professional

It will be very interesting to see what happens to the program in the months to come. Personally, I feel that adCenter is a good program. I like the interface and they have picked up many of the tools that AdWords has that make account management easy and serve ads better like inline editing, broad match modifiers, and radius targeting.

In the weeks to come, we’ll be updating our own adCenter services to offer a bundled program with AdWords. In the meantime, you can review more information about adCenter advertising and our account management programs.

 

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Microsoft Updates Name to Bing

This was announced recently: “…Our small and medium business brand is changing from “Microsoft Advertising” to “Bing.”” Although it appears that the advertising product will still be called adCenter, it appears that Microsoft is working to brand itself more consistently with the Bing brand. There may be additional strategies at play such as differentiating Microsoft’s online presence from its software presence. As to that, only time will tell.

In the meantime understand that Bing is much more than advertising on the Bing.com search engine. Bing results and Bing advertising is shown on the Yahoo, Bing, and even the Facebook platform. Of additional importance just this past week was Bing’s announcement that throughout the summer they will be rolling out a very tight search integration with Facebook.

From the images released, it appears that when you will search on Bing in the future, Facebook friends faces and comments about a product or place will appear on the left sidebar of your Bing search results page.

All in all, both statements are big news and let us know that in the bigger schemes of search there is some serious consolidation happening behind the scenes between the key social players like Facebook and Microsoft now known as Bing.