delight + adcenter

Natala Menezes

Product Manager

June 04, 2008advertising.microsoft.com

Delightful + adCenter Tools, tips and tricks you can use to amaze.

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A little bit about me.

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A little bit about me.

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A little bit about me.

Product Manager

User Experience &

New Product Development

6+ years in Search

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A little bit about me.

Product Manager

User Experience &

New Product Development

6+ years in Search

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A little bit about me.

Photo credit: Darren Dalasta

http://flickr.com/photos/ddalasta/1461199997/

5 lb dog with a

Napoleon complex

Product Manager

User Experience &

New Product Development

6+ years in Search

7

A little bit about me.

Photo credit: Darren Dalasta

http://flickr.com/photos/ddalasta/1461199997/

5 lb dog with a

Napoleon complex

Product Manager

User Experience &

New Product Development

6+ years in Search

8

A little bit about me.

Photo credit: Darren Dalasta

http://flickr.com/photos/ddalasta/1461199997/

5 lb dog with a

Napoleon complex

Product Manager

User Experience &

New Product Development

6+ years in Search

Core Product Beliefs:

(1) Quality

(2) Transparency

(3) Efficiency

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A little bit about me.

Photo credit: Darren Dalasta

http://flickr.com/photos/ddalasta/1461199997/

5 lb dog with a

Napoleon complex

Product Manager

User Experience &

New Product Development

6+ years in Search

Core Product Beliefs:

(1) Quality

(2) Transparency

(3) Efficiency

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Keywords

Bulk Tools

Tricks

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Keyword lists are hard to develop.

• Building a keyword list takes time + hard

work– How do you get from 10 words to 100?

– How do you find out Synonyms? Antonyms?

Related nyms?

• There’s not a lot of easily available data on

keywords– How does a specific keyword perform?

– How much will the KW cost? How many impressions

are available? Clicks?

– Keywords alone are not enough – need volume and

monetization metrics.

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You need data.

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You need data.

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You need data.

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1 We’ve got data. Easy to access.

It’s in Excel.

It’s free. The adCenter Add-inBeta

• Absolute numbers

– Data directly from Live Search query logs

and adCenter impressions.

• Demographic Data

– Helps you understand who’s searching with the

keywords you are buying.

• Portable

– You can use this information on any engine. Just copy & paste.

• Download the add-in here:

– http://advertising.microsoft.com/a

dvertising/adcenter_addin

– Excel 2007 version available today. 2003 version releasing this summer.

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Managing lots of keywords

is kinda messy.

• Uploading keywords and ads takes a lot of time– Each item has to be managed individually.

• It’s not easy to copy and paste– You are spending time in excel and want to be able to easily port

that information directly into adCenter.

– There’s a need to replicate what’s working on one engine to

another engine.

• Sometimes, you want to change a lot of little things

all at once– Raise all your bids by a 20%, delete a set of keywords, add a set

of keywords – across multiple campaigns.

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2 Introducing: adCenter DesktopBeta

• Quick Import– Copy and paste keywords, negative

keywords, match types and bid amounts.

– Import data directly in multiple formats,

with settings and keyword/ad data.

– Supports AdWords Editor export.

• Bulk Edits + Research– Bulk edit multiple items at once (bid

prices, destination URLs, ad group

targeting, etc.) —within or across groups

of items.

– Integrated keyword research

• Notifications– Scan campaigns for editorial issues

before uploading to adCenter

– Receive alerts on performance changes

• Yes, there’s lots more – Better navigation, quick interface,

creation wizard, keyword research ...

Register for the pilot: – http://advertising.microsoft.com/adcenter-

beta-pilot-signup

Select adCenter Desktop

Share your feedback

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Tricks:{Keyword} {MatchType} {QueryString} {Param 1}

Charles Thrasher

Ad Services

Project Lead

Extraordinaire

3• What are parameters or dynamic text?

– A string value that's not resolved until runtime.

• Types of values:– adCenter defined

(Keyword, MatchType, QueryString, OrderItemID, and AdID)

– dynamic value defined by you or users (Param1, Param2, and

Param3)

• Trick #1: Custom Ads– Use {Keyword} as a parameter to dynamically create an ad that

matches the users queries.

• Trick #2: Dynamic Destination URLS– Leverage parameters to attach key information to the referring URL

for detailed tracking.

• More details on the blog:– http://adcentercommunity.com/blogs/advertiser/archive/2008/03/29

/dynamic-text.aspx

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adCenter Workshops• We are coming to a city close to you

• E-mail me if you are interested in attending: acpc@microsoft.com.

Chicago

July 1, 2008

Hyatt Lodge at McDonald's Campus

New York

June 17, 2008

Doubletree Metropolitan

Los Angeles

June 19, 2008

Sheraton Gateway Los Angeles

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Thank You. Natala Menezes

acpc@microsoft.com

http://adcentercommunity.comSlides will be uploaded to slideshare.net/natala007