ppc_engine_vendor_panel-doug_stotland.ppt
TRANSCRIPT
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PubCon Vegas 2008 – PPC Engine Vendor PaneladCenter UpdateDoug StotlandDirector, Product Management
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Microsoft adCenter Update
• adCenter Fall 2008 Upgrade
• Rising CPC’s and the BRG
• Wrap Up
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adCenter Fall 2008 Upgrade Sampler
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Pause and resume individual ads and keywords
Examples:1.Holiday promos or weekend sales2.Future promotions3.Manual A/B comparison testing.
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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
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Keyword bid suggestions and performance estimates for content ads
•“Update all bids for position 1” button
•“Update performance estimates” to see new forecasts
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Better, Faster UI Easier to Manage
•Easier to target based on location
•Shorter page load times
•Easier to monitor peformance
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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
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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
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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
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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
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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
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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
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Let’s Keep in Touch
http://Twitter.com/adCenterBlog
www.adCenterCommunity.com