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Microsoft Adcenter update:

Written by seg @ 6:23 AM permanent link on Monday, May 25, 2009 | Post a Comment | 1 comments

Campaign Management update:
The adCenter Spring Upgrade is complete, and this is the first in a couple of posts about the new features you'll see. This one covers campaign management updates in adCenter online. Be sure to check out the other Spring Upgrade feature reviews: Account Management Updates, adCenter Desktop (Beta) Updates, and Content Ads Updates (U.S. Only).
Better Targeting Options
First off, a change to your targeting options. Now you can apply customer targeting and incremental bids for your entire campaign with new campaign-level targeting, and then further refine targeting at the ad group level. (Note: Your ad group-level targeting settings will override those at the campaign level.) This is a feature we've seen requested from our community customers please let us know what you think in our discussion forum.
Greater Bidding Flexibility
We're introducing an improvement to adCenter bid management as well. Now you can set default keyword bids for your ad groups, and use nondefault bids to override the default when you prefer. Setting default bids for all keywords reduces the complexity of bidding individually and also makes it faster when adding new keywords. You can use the nondefault bid to override the default on high performing keywords or, in the case of seasonal keywords, return to the default once the season ends. If you have both search ads and content ads (U.S. only), you can set separate default bids for each.
Note: The nondefault bid overrides the default bid in your ad group. Nondefault bids are clearly displayed in bold in your keyword table for easy reference.
Improved Keyword Research Tools
With the Spring Upgrade you'll also find improved keyword tools on the Research tab. These can help you build a more effective keyword list and, as a result, help boost your campaign performance. Now you can:
Use new filters to refine your list of suggested keywords. View performance and demographic data by keyword. Add selected keywords to your negative keyword list. Bid on keywords and review estimated performance data. Review keywords and bids and add them to an ad group.
Here are a couple of updates to help you manage campaign and ad group settings more easily.
A new Targeting settings page enables you to easily set all of your targeting and incremental bid options within one place.
A new Exclusion settings page lets you specify exclusions at the campaign and ad group levels.
Customizable campaign data tables: Your campaign, ad group, ad, and keyword tables are updated with a new look and feel, including the option to hide columns you don't use, similar to Microsoft Office Excel.
To view our Feature Guide and Video Tutorials and learn how to use these new features, visit our Whats New in adCenter page in the Microsoft Advertising Learning Center (U.S.) or the U.K. What's New Page.
Account Management Updates
With the adCenter Spring Upgrade, there are several account management updates to help you maintain your accounts more efficiently; we'll cover these in this post. To read our other Spring Upgrade feature reviews, check out Campaign Management Updates, adCenter Desktop (Beta) Updates, and Content Ads Updates (U.S. Only).
Use Windows Live ID to Sign In to adCenter
Now you can sign in to adCenter by using your Windows Live ID. If you are already signed in to another online program with your Windows Live ID Hotmail, for example you can easily sign in to adCenter without reentering your credentials. And if you're an adCenter Admin, you can also invite new adCenter account users to access your account by using their Windows Live ID.
New Home Page and Alerts
In adCenter you'll find a new Home tab that takes you quickly to your home page. Here our new Alerts, Whats new, and FAQ areas help keep you informed about whats happening with your account and with adCenter in general.
Alerts: Displays messages specific to your user role and adCenter account. Whats new: Keeps you informed about new features and announcements. FAQ: Links you to popular Help topics and information.

Account Settings
We've improved the My Settings page, so now you can more easily create and manage your personal information, marketing preferences, and alert settings all in one place.
And in the Alert settings section, you can select the severity of the alerts you want to receive within four alert types: account, billing, campaigns, and general.


MSN adCenter Wants Your Feedback

Written by Jinu Sunil @ 5:09 PM permanent link on Saturday, December 13, 2008 | Post a Comment | 0 comments

MSN adCenter has been making some upgrades and changes to its back end compartment for pay per click advertisers. If you are an MSN adCenter user or you've been tinkering with it a little to see if it can benefit you then you are encouraged to them some feedback. Customer feedback is a very important part of any business and, in fact, the entire marketplace. The more feedback you give to each company in any niche, particularly where there is a runaway leader as in the space of pay per click advertising then the more you'll benefit each company and every consumer within that market - including yourself.

You can give feedback to MSN adCenter with their feedback form.

And if you really want to follow up with MSN adCenter to see how they are doing while staying on top of future changes then you might be interested in the MSN adCenter Facebook Page.

Source -ppc journal


adCenter Fall Upgrade: New Features

Written by Jinu Sunil @ 8:22 PM permanent link on Monday, October 27, 2008 | Post a Comment | 0 comments

MSN adCenter upgraded the adCenter interface and added new features to help make managing your adCenter campaigns easier. The first thing you'll notice when you sign in to adCenter is a new look and feel. You'll also notice some new features.

Improvements include:

Campaign Management: ability to pause and resume ads and keywords, geo-targeting enhancements, and improved performance reporting on the Ads page
Editorial Improvements: faster reviews, dynamic feedback about why ads and keywords were disapproved, and inline notification when dynamic text causes your ads to exceed character limits

User Management: if previously you were only able to have one user, now you can create multiple account users

Content Ads (U.S. only): get keyword bid suggestions and performance estimates for your content ads

For those of you who like to keep on top of what's new with adCenter, adCenter has also added a New Features link to the top of each adCenter page. You'll also find a What's New section on your home page that lists the three most important adCenter updates. These new sections link to further information about our new features and how to understand and use them.


Import Bulk Ads Into Microsoft adCenter

Written by Jinu Sunil @ 12:01 AM permanent link on Friday, September 19, 2008 | Post a Comment | 0 comments

Step-by-step process of MSN bulk uploading

  1. Log in to your Microsoft adCenter account
  2. Click on the Campaigns tab
  3. Pick an advertising campaign that you want to upload your ads to.
  4. Next, pick an ad group into which you want to upload your ads.
  5. Select the Ads tab.
  6. Now click Import ads.
  7. You can import ads from another PPC provider or you can upload ads from your desktop. Manually input the data or choose between Excel or CSV.
  8. Click Import file.
  9. Select the file in the Choose file option box and click Open.

Now your pay per click ads will import into MSN adCenter without difficulties.


How to increase Click throughs on your Ads

Written by Jinu Sunil @ 12:01 AM permanent link on Wednesday, August 27, 2008 | Post a Comment | 0 comments

Main problem in PPC ad writing is there's no enough space for you to express your ideas. Humm? For example, in adwords there are two description lines with 35-35 characters and a title with 25 characters. Shrinking our ad to this much character spaces is sometimes really difficult. Your sale process starting at your landing page. But bringing people to your landing page is done by your adcopy only. The number of visitors coming to your landing page depends on how effectively you could convey the ideas and features of your service. So utilize all the characters effectively.

Here are three ways you can increase your click-throughs - Use influential Words in Your Titles - An influential word is an emotionally thrilling word that gets the attention of visitors and makes them click because you've strike a trigger. Some powerful power words are: amazing, incredible, successful, vital etc.

Promise a Benefit - Tell your visitors that you are going to give some benefits like free shipping, free consultation, discount etc. But it should be genuine.

Be Specific - Be specific when telling about figures like company turnover and revenue. If you are concentrating more on these steps, your adcopies will give you more click throughs.

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Concentrating on a Single PPC Provider?

Written by Jinu Sunil @ 12:01 AM permanent link on Tuesday, August 26, 2008 | Post a Comment | 0 comments

It seems that 95% of PPC Advertisers concentrating on Google adwords only. What you think? Is that enough for your online marketing? How will you reach people who exclusively using other search engines like yahoo and msn? So it is better to create PPC account in other search engines also. It is not a must. And do a market research before doing so.

For some product, I have seen yahoo is working better than Google. Especially tax saving, payday and consolidation programs. Normally we are seeing minimum clicks and conversions in MSN when compared to adwords and yahoo. But remember one thing. What you are spending in MSN for that clicks and conversions are also very less when compared to the other two search engines. so try to create account in at least two search engines. But don't go too risky.

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New Keyword Research Tool from MSN adCenter

Written by Jinu Sunil @ 12:01 AM permanent link on Monday, August 25, 2008 | Post a Comment | 0 comments

It seems all the search engines are competiting to deliver new services to the customers. The latest one in the queue is MSN adCenter's New Keyword Research Tool. Whether they hope they can possess some search engine shares that Google is enjoying now? I donno. Anyway these are the unique features they are offering-

1) Audience Insights - this tool will help you get a little more detail about certain demographics that you are planning to target with your PPC campaigns. Sounds good no? But you can use it only if you are running ppc in MSN and opt for this service.

2) this tool is a beta add-in for Excel. Unlike Google's keyword research tool (that is purely an online tool), you can install this MSN tool. If you are using Excel to analyze your keyword lists, then it may surely make sense for you. Some people download the CSV list even on Google AdWords. Having the MSN adCenter keyword research tool will make it easier for you to analyze the difference between Google adWords keywords and MSN adCenter keywords. We can't say that the tool is a worthy one now. You use and find out.


Tips to Increase Ad Quality

Written by Jinu Sunil @ 1:01 AM permanent link on Thursday, August 21, 2008 | Post a Comment | 0 comments

It is very important to pay attention to your ad quality. Each search engine that uses a quality score and you can check that very easily. Your keyword bid is inversely proportional to your ad quality score. That means the higher your ad quality score, the lower your keyword bids will be. You can expect a better ROI and save money with higher ad quality. It is nice to see something ensuring you better click throughs. You can do three things to increase your ad quality. Applying these very simple ad campaign management tactics will improve your ad quality.

Select the right keywords - Find maximum number of keywords relevant to your product or service. Some keywords might be appropriate to your whole campaign but only be applicable for certain ads within that campaign and some others might be relevant for every ad in the campaign. Remember to avoid too generic keywords.

Stay with your budget - Never spend too much or go overboard. You can't reach your expected ROI. You will spend more on low performing keywords also. So always stick on to your pre-decided budget; if the change is not essential.

Group highest converting keywords together in one ad group. In yesterday's post I have explained it.

Have a look.

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Why Not Your Ads Are Getting Clicked On?

Written by Jinu Sunil @ 1:00 AM permanent link on Tuesday, August 19, 2008 | Post a Comment | 0 comments

You have spent very much time on keyword and market research. You have given pretty good biddings also. Still your ads are not getting clicked. You might have faced this problem. The best way to get clicked on your ads is to write ads that demand a click through. The language and content of ad copy need the prime attention. If you are sure that you are targeting the right keywords only, then go behind your adcopies. Try to write better copies. Always write more than one adcopy for each adgroup. The success of your ad is determined by quality score of your ads. Be sure you pay care to the quality score and keep checking and experimenting those ads until you get them right.

What you have to do?

* Make your ads compelling and clear
* Compare your ad variations
* Use keywords in your titles and descriptions
* Target keywords to correct landing pages
* Separate ads into ad groups
* Try to get good quality scores (you can check quality score of your ads in adwords)

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Incremental and Demographic Bidding

Written by Jinu Sunil @ 8:35 PM permanent link on Monday, August 18, 2008 | Post a Comment | 0 comments

I think you know what I am going to tell here. Like geographic targeting, you can target people of specific gender and age group in your pay per click campaigns. Each search engine has the capability to target your ads in the direction of a precise demographic. It is known differently in different search engines. Google calls it demographic targeting and MSN AdCenter calls it incremental bidding. It is very simple. What you do is simply modify your keywords bid for the targeted demographic which is already defined. Suppose you are selling anti-aging cream targeted toward women ages above 30. You can adjust your bidding for the important anti-aging-related keywords that you are targeting so that you bid on the demographic that is important to you. You can bid .50 on "anti aging cream" and up your bid for that keyword to $1.00 for the 30 and above age range. Obviously women ages 30 and above are more valuable to your business than women in the 18-30 age range and it makes sense. You can still attract the younger women through your normal keyword bidding, but by using a higher bid for the older group target demographic as more valuable and the search engines will place your targeted ads effectively.

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How Many Keywords are Enough for a PPC Campaign?

Written by Jinu Sunil @ 10:03 PM permanent link on Thursday, August 14, 2008 | Post a Comment | 0 comments

This doubt is a very common among PPC professionals and beginners. The most important aspect of any pay per click campaign is the keyword research and that I have already told it here many times. We have to spend significant time on keyword research. The success of your PPC campaign directly depends on how effective you could choose the right keywords based on search engine statistics and relevancy to your business. I don't want to explain about the keyword research again. I don't want you to feel bored.

I have only one thing to tell you. Find maximum number of keywords relevant to your product or service. Some keywords might be appropriate to your whole campaign but only be applicable for certain ads within that campaign and some others might be relevant for every ad in the campaign. Remember to avoid too generic keywords. Otherwise your pocket will be empty very soon. How many keywords is enough for your campaign id depends on you niche. In a narrow niche you have to limit your keywords. But my advice is to use as many keywords as you can without worrying about your niche concept. But I am telling you one-thing again. Don't go for too generic keywords. Take relevant keywords only. Start your campaigning with an effective keyword research. Success is certainly your way.

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How Simple your PPC Campaigning is?

Written by Jinu Sunil @ 10:00 PM permanent link on Wednesday, August 13, 2008 | Post a Comment | 0 comments

Simplicity is the most powerful policy behind a successful PPC campaign. It should appear simple. Sometimes it is very hard to do. But remember thing. Something appears simple and clear only will be attracted by your targeted visitors. It takes time and skills. Make your PPC ad and its landing page language as simple as possible. Usage of colloquial phrases and terms sometimes makes opposite effects. The users might not be able to understand what you are actually wanted them to tell. Result-they won't click on your ads. And sometimes colloquial terms will help. Some scientific or technical terms won't be familiar to the audience. In that situation use simple colloquial terms. So always think what your target visitors will search for and what terms they will use to find the product. Simple ads sell better and they get more clicks. Like that way, simple landing pages with simple language convert more sales. Keep your landing page simple and appealing that it can touch your visitors' emotions. Result-more sales, more profit.

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The Unquestionable Relationship between Ad Copy and its Landing Page

Written by Jinu Sunil @ 12:11 AM permanent link on Monday, August 11, 2008 | Post a Comment | 0 comments

Your ad copy and landing pages are very closely attached. If your landing page and ad copy work perfectly together, you'll have a successful and happy pay per click campaign.

Ad Copy

Ad copy is very important. Your ad copy is the first thing which is giving idea about your product or service to your targeted searchers. In sponsored search and in content network, the following things draw attention of visitors.
In your ad-copy, try to use credible and reliable data. Your adcopy should impose interest and curiosity on your visitors. There should be a call to action. Be honest and target right audience.

Landing Page

Conversion happens in your landing page. It can be an existing page in the web site or you can design 1 for PPC conversion purpose. But that page should have a power to retain your visitor in that page itself. Avoid other attractive links from your custom landing page. Landing page also should contain credible and reliable content. List the most important features of your service. It should be close to the sale. 10 more steps to purchase a product will make visitors feel bored and they will stop the attempt and go to your competitor's website.

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PPC Success Begins With Research

Written by Jinu Sunil @ 11:59 PM permanent link on Saturday, August 9, 2008 | Post a Comment | 0 comments

The beginning of pay per click is depends purely on research. There are mainly two types of research in PPC. Keyword research and competitor research. Market research will come under keyword research only. What you think? Which research is more important? Keyword research or competitor research? I think they have the equal importance in PPC management. You have to do some prior research before you start your first campaign.

Keyword Research

Keyword research is simply the selection of best performing keywords which can bring visitors to your website. You may have wasted thousands of dollars on page ranking and conversions if the right keyword phrases are not targeted. Keywords are the back bone of both PPC and SEO. Even if you attain high search engine rankings, you may not get appropriate traffic if the selected keywords are not right.
You can see more about keyword research in my blog post here.

Google's external keyword tool is the best tool to check the keywords and their average search volumes. Filter 10-20 keywords which you feel most relevant to your business.

Competitive Research

Now make a search for each of those keywords using both broad match and exact phrase match. See what your competitors are targeting and advertising for. Do organic searches to find that. Check who is ranked high in the organic search listings and still paying for top placement with their paid search ad. Those are your most competitive competitors. You can go to their websites and do more research. Please don't click on any sponsored search ads. As you don't want people who are not interest in your sales/service to click on your ads, give the same importance and respect to your competitors also.

After completing these stages, you can go for a deeper and comprehensive research.

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Important Things to Know About Landing Pages

Written by Jinu Sunil @ 11:19 PM permanent link on Thursday, August 7, 2008 | Post a Comment | 0 comments

Landing pages are very important. Take the time to study how to do it correctly and your PPC campaign will be a big success. So you have to give much importance to your landing page design. Here are some suggestions.

1.Include a call to action - We have already discussed this topic. Let your visitors know what you want them to do and make them do it.

2.Polish your copy - The most important thing is your landing page content. That content should have a power in it to convert into a purchase. If it is not like that, do more and more work and make it like that.

3.Use simple and short paragraphs - Keep the paragraphs short and make it easy to scan. People can find something they like in it and they will stop and read.

4.Don't put much exiting page links in your landing page. If the visitors find a link much appealing they will go that way.

5.One important factor about PPC advertising and heavy traffic to your landing pages is detaining the contact information. You can close the sale any time later.

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Top 10 Pay per Click Search Engines

Written by Jinu Sunil @ 9:17 PM permanent link on Sunday, July 6, 2008 | Post a Comment | 1 comments

Google AdWords

Yahoo! Search Marketing

Microsoft adCenter

ABC Search




Enhance Interactive


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What about adding negatives to your AdGroups?

Written by Jinu Sunil @ 9:09 PM permanent link on Wednesday, June 18, 2008 | Post a Comment | 1 comments

It is seen that people are adding all broad-matching keywords without negatives. Broad match can create thousands of search results and majority of them will not be relevant to your ads. So its a powerful way to include negatives. You can include -ves either in campaign level or in adgroup level. That will help to stop your ads from showing for irrelevant searches. So find maximum negatives for your keywords.

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Targeting homepage only?

Written by Jinu Sunil @ 3:51 AM permanent link on Monday, June 16, 2008 | Post a Comment | 0 comments

It is not advisable to send all your traffic to your home page. Suppose you are a florist and running an online floral ordering site. It will not convert much if you are dropping people who are searching for "orchid" in your homepage which contains details about hundreds of flowers. It is better to drop them in a page which contains details about most wanted orchid species like Anguloa, Cattleya, Cymbidium, Laelia etc. Give website user the opportunity to find their result at first click. A messy home page will tempt them to close that site and go back for a new search. Remember you have to pay for each click. Better send the visitors to the page they asked for in the first click itself.

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Webmaster reports decrease in Adcenter conversion.

Written by Search Engine Genie @ 12:54 PM permanent link on Thursday, June 5, 2008 | Post a Comment | 0 comments

A webmaster world member reports that he sees decrease in conversion rate in Adcenter advertising.

"Well, i'm just about over my excitement for adcenter. I have campaigns that are product relevance targeted and pushing a specific deal. For example keyword "widget brand model" "buy now at #*$!x"
I've received over 200 clicks and not a single conversion on adcenter.
Yahoo its a 2.2% conversion rate - break even. Adsense is 3.9% conversion rate - break even. (higher cost) Adcenter is a 0.0% conversion rate.
Adcenter = darn near 100% bounce rate and less than 30 second visitor rate
Yahoo and Adsense both had very LOW bounce rates and often more navigation pages - view TOS/Warranty/Refund policies and such.
Yahoo had a 100% first day purchase (thus far) Google had a 60% first day purchase, 10% second day purchase and 30% > 3 day from first visit purchase.
So with that said, yahoo seems more spontaneous, google users like to shop around and dig around the site more and adcenter doesn't appear to be human visitors for my targeted electronics/technology/home audio/video/gaming/entertainment spectrum :)
adcenter did work "ok" before - it was a low enough cost but i'm wondering if that was just random traffic from a now defunct traffic partner or incentive adcenter may have had. "


adCenter and Free Credit 75$ for running ads

Written by Search Engine Genie @ 12:33 PM permanent link on Sunday, June 1, 2008 | Post a Comment | 0 comments

A forum member

is willing to help with any MSFT adCenter related questions in SEO chat forums. If you want to see his website visit

His post

I am a little disappointed to see the lack of interest in the adCenter threads. I am wondering if this is because of lack of experience with it, or if some have had bad experiences. I have been working with MSFT and adCenter to assist anyone who would like to start using adCenter, but has questions or concerns. Feel free to PM or respond to this thread, and I will be happy to assist you in any way I can. Both good and bad experiences with this program are welcome. For those not familiar with adCenter, it is Microsoft's pay per click program, similar to Google adwords or Yahoo Search Marketing. While it has been true that it may not bring you the volume of traffic that these other programs can, but we have found consistently that adCenter brings more targeted traffic, and has lead to a better conversion rate. With adCenters cost per click running MUCH lower in many areas, this means that you can have more sales with less money spent on advertising!I also have a $75 Free adCenter Coupon at that anyone is free to use. Unlike some who choose to spam forums with their free credit links and run away, I will gladly stay around to answer any questions or help out however I can. If I don't know the answer right away, I will ask my MSFT contacts and get your answer. Right now, this offer is open new account holders in the US, and there is a $5.00 charge to activate the account. After setting up your new account and making the payment, your $75 credit should show up in your account within a couple of days (most times, it is there in a few hours)."

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MSN adcenter exam like adwords professional or yahoo ambassador

Written by Search Engine Genie @ 2:00 PM permanent link on Wednesday, May 14, 2008 | Post a Comment | 0 comments

MSN adcenter has a similar program like yahoo ambassador or Google advertising professional. Its the adexcellence exam. All materials are free to read. Minimum requirement is to hold a MSN adcenter account for atleast 30 days before taking exam you can take exam as many times you like.

Yahoo recently closed their Ambassador program more news here . I hope MSN doesnt do it that way before they are upto it take your exams and qualify as a adcenter professional.


adCenter spring upgrade - New cool features

Written by Search Engine Genie @ 11:28 AM permanent link on Wednesday, April 30, 2008 | Post a Comment | 0 comments

Adcenter community blog reads

"This past weekend the adCenter team upgraded the user interface to add some features to make it easier for customers to manage their adCenter campaigns.
When you visit the Report Center, you'll see a list of your most recent 20 reports along with an auto-updated status column so you can keep tabs as reports are created and know as soon as they're ready.
We've simplified the report creation process to make it easier to create and customize reports to help you keep a close eye on your performance and adjust your campaigns as needed. We've also made changes to available date range changes to include:
New options, including "today", as requested by customers.
The date range now defaults to "last month", or choose a different time period from the drop-down.

The report display page includes 2 enhancements to help you when viewing your data:
Mouse over column headings in your report tables to view additional information.
Longer bits of text-such as destination URLs-are now abbreviated in the display to allow for easier scanning. To view the full text, mouse over the text."


Quality Score Factors answer by Adcenter REP

Written by Search Engine Genie @ 12:09 PM permanent link on Friday, April 25, 2008 | Post a Comment | 0 comments

When I was going through webmaster world forum I saw an interesting question being raised,

Great White Shark asks

Can anyone please verify that if you have even one keyword or ad with a bad
quality score your account quality score can be damaged? Apparently, this info
came from someone that works at Microsoft.

Now we have a Adcenter Representive for solving problems and answering questions about Microsoft Adcenter PPC program,

adCenterRep Replies

" Today, we do not have a quality score that is available to customers in
the UI. However, we do evaluate the quality of queries to ads to landing pages.
Advertisers should work to ensure that there is an overall high-quality
experience, even at the keyword level. Poor query-ad-landing page is also a
measure of poor relevance that will inhibit ads from showing up higher in the
listings. "


Chocolate and PPC - what do you learn from it

Written by Search Engine Genie @ 9:12 AM permanent link on Thursday, April 17, 2008 | Post a Comment | 0 comments

MSN adcenter blog has posted a very good insight on the keyword chocolate how it is searched who searches more, demographics etc.

"What's the story of "chocolate"? As learned from data freely available to all adCenter users
There are more searches for Chocolate in February than any other month, but there are notable peaks throughout the year in June and October (a demonstration of appropriate year-round appreciation for the subject). Find this data in Monthly Traffic
Ads for "chocolate" in an average position of 2 have a higher CTR than other positions. Find this data in Monetization
Women tend to search for "chocolate" more than men, with 64.27% probability from 3/22/08 to 3/31/08. Find this data in Demographic
Most searches including the term "chocolate" skewed female from 3/22/08 to 3/31/08. Find this data in Demographic
The sweet spot for "chocolate" searchers from 3/22/08 to 3/31/08 are those aged 35-50. Find this data in Demographic
People in California, Texas, and New York searched more for "chocolate" than other states from 3/22/08 to 3/31/08. Find this data in Geographic
Campaigns including the keyword "chocolate" are very focused to chocolate as a food and not focused on chocolate in all its other iterations and meanings. Find this data in Keyword Suggestion, Campaign Association
Searches including the term "chocolate" demonstrate the many facets of the word, as a food, a name, a musical group, a breed description, a color, an ingredient, etc- Find this data in Keyword Suggestion, Contained
How can you use this information to improve your marketing efforts?
Understanding historical valleys and peaks enables better budget planning and campaign planning for both online and offline efforts.
Analyzing position and associated CTR will help to anticipate traffic, budget and potential interest in your terms and products
Researching keyword demographic data can help you hone your marketing message to the audience most likely to be searching for your terms. This is also a way to hone offline messages according to the audience you are attempting to reach -- by answering their conversation in a manner similar to the way they began it with you.
Geographic and Demographic data gleaned from search can help you cross validate your offline message content to ensure you are speaking to the audience you intend to.
Specifically for "chocolate" there may be opportunity to expand this to campaigns reaching beyond the core food -- primarily around ingredients.
Identify possible negative keywords by reviewing terms likely to include your core term."