PubCon Vegas 2008 – PPC Engine Vendor PaneladCenter UpdateDoug StotlandDirector, Product Management

Microsoft adCenter Update

• adCenter Fall 2008 Upgrade

• Rising CPC’s and the BRG

• Wrap Up

adCenter Fall 2008 Upgrade Sampler

Pause and resume individual ads and keywords

Examples:1.Holiday promos or weekend sales2.Future promotions3.Manual A/B comparison testing.

Fall Upgrade - Improved Editorial Review

• Faster on our end

• Easier on your end• More detailed info on

rejections and better nav to fix

• Trouble shoot dynamic text errors

Keyword bid suggestions and performance estimates for content ads

•“Update all bids for position 1” button

•“Update performance estimates” to see new forecasts

Better, Faster UI Easier to Manage

•Easier to target based on location

•Shorter page load times

•Easier to monitor peformance

Rising CPCs and the BRG• CPCs increase

• Why is that?– Increasing demand from new advertisers and bigger budgets– Irrational behavior– Increasing ROI

• Prediction: The Big ROI Gap (BRG) gets Bigger

ROIROIROIROIROIROI

ROIROIMarket Changes

Technology &

Innovation

Knowledge

The BRG – Market Changes

• Adapt and adopt as the market changes

• May 2006– adCenter Launches– ~40 MM users, 2B+ searches/month– Access to high converting, high spending audience

moves from Yahoo to adCenter

ROIROI ROIROIMarket Changes

1.2%

1.8%

2.0%

0.9%

1.4%

2.3%

1.0%

1.4%

2.8%

0%

1%

2%

3%

Retail Consumer Electronics Travel

MSN Google Yahoo!

Convers

ion R

ate

Notes: *Compete defines Conversion as a session where the conversion funnel was completed (purchasing retail item, purchasing travel) MSN scored 3rd in Financial Services, the only other category studied

The BRG – Technology and Innovation• Capitalize on innovations coming to market to:

– Learn about your customers and target more precisely– Improve CTR which increases volume and lowers your CPCs– Increase post-click conversions– Define ROI the right way

ROIROIROIROI

Technology &

Innovation

The BRG – Knowledge and Skill

• Build knowledge and work with ringers:– SEM agencies– Conferences, training, blogs, etc.– Good marketing beats less good marketing– Hiring

ROIROI ROIROIKnowledge

Who’s on the Business End of the BRG?

• Adapt and adopt as the market changes

• Capitalize on innovations coming to market

• Build your capabilities

ROIROI

ROIROIThe BRG

The Business End of the

BRG

Wrap UpMicrosoft Advertising Products

• adCenter – Search-based ads (http://advertising.microsoft.com/search-advertising)

• adCenter Publisher – Publish adCenter’s ads on your website (see Betas below)

• Content Ads – our contextual ads program. Your ads could be seen on Facebook, Wall Street Journal, CNBC, Fox Sports, MSN, and more. (http://advertising.microsoft.com/search-advertising/content-advertising)

• Mobile Search, Cashback, Display ads, and more

Tools

• adCenter Add-In – Understand your keywords (http://advertising.microsoft.com/search-advertising/adcenter_addin)

• adCenter Analytics – Know your traffic (http://advertising.microsoft.com/search-advertising/adcenter-analytics)

• adCenter Desktop – Manage your campaigns offline (see Betas below)

Resources

• adCenter Community Blog – www.adcentercommunity.com

• Participate in Betas – http://advertising.microsoft.com/adcenter-beta-pilot-home

Let’s Keep in Touch

http://Twitter.com/adCenterBlog

www.adCenterCommunity.com