Well, it took a while but the new adCenter interface has finally become a legitimate platform for advertisers of all skills, experience and budgets. Many PPC Marketers have complained at the lack of efficiency to migrate Google Adwords campaigns into Bing. Remember the fatal Yahoo Panama debacle in 2006 where it was a nightmare to import adwords campaigns. Ahh, I can remember the countless phone calls into Yahoo! support. But those days are over, and now Bing has a great opportunity to get more of the Search Marketing share. It’s amazing, just fixing the ease of the platform in order for advertisers to spend more money. In this post I will discuss the benefits for advertisers to start putting more of there advertising dollars back into Bing.
If you can’t Beat ’em, Copy ’em. Yes it’s true for adCenter: imitation is the best form of flattery. Microsoft finally realized that they should stop making it difficult for advertisers to recycle their AdWords campaigns. In my (Geek-ish) opinion, this has been the #1 issue with most advertisers who were turned off by allocating more spend on Bing. Advertisers and agencies who were not using a 3rd party management tool, such as Acquisio, were forced to import adwords campaigns from AdWords an into the adCenter desktop which was at one time was only available on Windows based machines. Now, adCenter makes it a dream to import Adwords campaigns. Slicing & Dicing Demographics and Networks: This feature which has been around for a while, has to be one of the most under-rated options in PPC Marketing. By leveraging Bing’s Network of Properties, advertisers can choose both Gender and Age segmentation at the search network level. This is important for advertisers who want to test different segments as well as leverage metrics from Facebook Advertising and apply them to Bing. Obviously, in Google, advertisers can only utilize demographic targeting from the Display Network and not the Search Network. In adCenter, advertisers have the ability to target Age & Gender.
Advertisers are also able to exclude specific sites within Bing’s syndicated partner sites.
Ad Distribution Options to be aware of: adCenter currently allows advertisers to choose up to 3 different search network options, but advertisers beware that the Syndicated Search Partners can be very “IRRELEVANT” and Microsoft is not the best at giving refunds based on irrelevant traffic. However, with that issue aside, it is nice for advertisers to have these options available to them. (see screenshot)
In Conclusion: I give a “rounding applause” for their much-needed platform upgrade. All Microsoft needed to do was simply make it easier for advertisers to spend their money. Furthermore, as PPC Marketing becomes more of a “stock portfolio,” advertisers can leverage testing and data from other platforms such as Facebook and apply them to adCenter which has the ability to segment age and gender at the search network level. At the end of the day, it’s all about efficiency and understanding how searchers find the advertiser’s product or service.