Microsoft fully launched AdCenter on May 4th of 2006. Their system operates more like
Google AdWords than Overture, by factoring in both cost per click and clickthrough rate
into their ad positions.
Microsoft AdCenter will operate much like Google AdWords, but also allow:
day parting ads (turning bidding on or off at different times)
search bidding based on demographics details
Given Microsoft’s newness to the field and small search market share one would
expect that some of their traffic might be highly underpriced. Microsoft is still in
the early stages of development on AdCenter, so it is only accessible via Internet
Explorer, and they are still adding important features like bulk keyword upload.
Like Google, Microsoft offers dynamic keyword insertion, but Microsoft also
allows you to use one dynamic insertion to drive other ad copy offers. For example,
Keyword Dynamic text parameters
"sedans" 5% off
"SUVs" 7% off
When you are ready to build your ad, you will enter “All {keyword} {param2} as
the ad title. When a user queries “sedans,” the ad that appears will be “All sedans
5% off.”
You can also use {param1} to drive ad URLs.
Microsoft also announced the purchase of DeepMetrix, an analytics company. They
stated that eventually that software will be upgraded and integrated into the
Microsoft AdCenter platform.
While MSN Search has roughly a 10% of the US search market you can expect that
number to increase in the coming year, largely because:
in the next version of Microsoft’s Internet Explorer browser search will be
integrated into the browser
they may also integrate web search into the operating system
some companies like Amazon have dumped Google in favor of Microsoft
Visit https://adcenter.msn.com/to sign up for AdCenter or
http://advertising.msn.com/microsoft-adcenter/faqs to find answers to common
questions.
How does search advertising work?
- Pay only when people click your ads.
- Set your own price per click.
- See when your clicks lead to sales.
- Target your ads to the times, places, and customers you want the most.
- Use built-in tools to get keyword ideas, audience information, and detailed reports on your ads.
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