Natala Menezes

Product ManagerFebruary 27, 2007

Paid Search RoundtableSMX: Search Marketing Expo WEST „08

Simplicity

Transparency

adCenter

Updates

Quality

Hello.

Let‟s Talk

• Focus– What we‟ve learned

– Where we are focused

• Product Preview– What we‟ve heard

– Recent Releases

– Product Roadmap

• New Stuff– adExcellence

– Vertical Insights

– ACE + Add-In

Key learnings

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Good Clicks.

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Need more of them.

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Make adCenter easier to use.

adCenter Focus

9By: kb35 on Flickr.

Quality

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Transparency

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Efficiency

Where we are focused:

QualityThe right ads, at the right time, to the right audience.

TransparencyAccess to real, actionable data. Insights into policies, processes.

EfficiencyEasy to use tools that reduce the friction (costs) to adopt.

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Some of what we‟ve heard

Offline Campaign

Management Tools

The ability to

Pause Ads Ad Preview ToolsWhere is my ad showing?

Editorial Rejection Report

A/B Testing

My Client Center(Agency Management Tools)

Ad Diagnostic ToolsWhy was my ad rejected?

Better ad relevancy

More actionable

Search

Immediate Ad

“Go Live”

Easily Delete or

Add Keywords

Bulk

Management Totalson grids

More

Robust

Geo-Targeting

Fall „07 Release Highlights• Instant editorial feedback. Inline notification on

your ads and keywords during the creation process.

• Receive one editorial e-mail per account per day

for your newly disapproved ads or keywords with

consolidated e-mail notifications.

• Improved speed means your campaign updates can

go live faster.

• Intuitive reporting functionalities allow you to

easily analyze and optimize your reports with

interactive filtering, sorting, and graphs.

• Daily Budget. Now you can set a daily budget target

with a maximum spend per month.

• Substitute default dynamic text to be used if your

inserted keyword or placeholders cause the ad to

exceed the maximum character limit.

• Enhanced import capability for 3rd party

campaigns. Supports the Google AdWords Editor

and Yahoo import file formats –import your Google

campaign without making any file changes.

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Spring „08 Release Preview

• Total‟s on Grids.

• Improved reporting experience

• Negative Keywords at the ad group level

• Better keyword prediction– Historic data will be associated with the specific keyword

• Editorial Enhancements– Quicker “Go Live”

Upcoming Product Priorities

• Eliminate Editorial as a pain-point– Time to Live improvements, Backlogs reduction, Inline Editorial & tools

– Move Relevance Verification from editorial to online ranking

– Campaign Budget Notifications & Real-time controls

• Reduce Friction– Ease of use doing business with adCenter (no costs)

• Improve ad Quality– Relevance improvements

Key Updates

Update: Content Ads = More Quality Clicks

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• Technology:

Place targeted ads on relevant web pages.

• Strategy:

– Advertiser Satisfaction

– Scaled, quality expansion

– Build an Ecosystem

• Results to Date (Launched in Aug’07):

– Comparable ROI between Search and Content

– Some brand-name advertisers spending more on Content than Search

– Quality remains #1 focus in expansion efforts

Better TogetheradCenter + Excel 2007

• Search Marketers work in Excel.

• Keyword Research shouldn‟t involve so much “cut & paste”

• Excel 2007– Unlimited rows

– Advanced add-in platform (easier to build tools)

• You don‟t need to be an expert in Excel to these tools!

• Data is tuned for adCenter but can be applied to any

campaign on any engine.

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adCenter Add-in with Ad IntelligenceExpansion, Traffic, Monetization (CPC, CTR, Clicks, Imp)

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Register for upcoming Pilots & Betas

• Interested in testing cool new adCenter

products or tools before they‟re on the

market?

Beta Testers get:

• Early access to future adCenter tools.

In the past customers have received access

to tools and services such as Content Ads

and the adCenter Add-In for Excel 2007

• A chance to shape the future of

adCenter.

Be part of how adCenter develops as it

goes through its pilot phase and know your

feedback could change it for the better.

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Register at the booth or online:

http://advertising.microsoft.com/adcenter-beta-pilot-signup

Thank You.

• Sign-up for adCenter: http://adcenter.microsoft.com

• Regular Updates & Information

– #1 Source: adCenter Blog

> http://adcenterblog.spaces.live.com

• Contact us:

– Online support:

> http://support.adcenter.msn.com

– Phone support:

> (800) 518-5698 / TTY (800) 877-9580

– Forums:

> http://www.webmasterworld.com Microsoft World!

– Unvarnished feedback can be sent to:

> acpc@microsoft.com

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23 Happiness.

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