Microsoft just declared that it is putting efforts to improve its adCenter performance, through new features aimed at increasing RPS in paid-search campaigns. Such improvements are needed since the search alliance between Microsoft and Yahoo has not met the expectations in the past year, resulting in poor RPS and limitations to rolling out the alliance internationally. The objective, as stated by David Pann, Microsoft’s GM for adCenter and Search Networks, is that “adCenter needs to enable advertisers to do in 15 minutes what they do on Google in 45 minutes", through better targeting capabilities, easier sign-up process for small advertisers, and better reporting capabilities.
So what are the main innovations Microsoft is planning to reach its target and improve adCenter performance?
Basically, they include a new user interface, new reporting features, better targeting, and enhanced core algorithms. Last Friday, adCenter rolled out some upgrades to broad and phrase-match type tools, but the platform also supports exact match and negative match keywords. This is expected to result in improvements in click quality and conversion rates for platform’s users; the system would automatically match campaigns to search queries for advertisers already using broad- and phrase-match features.
This has been done by Microsoft engineers working closely with Bing ones, to integrate Bing’s algorithmic results technology into the platform.
Since the company declared adCenter will roll out soon in India, let’s wait and see whether the stated improvements will work.
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