adCenter is making key improvements in targeting, optimization, management and other areas to help marketers improve campaign performance---and their ROI
The first things you'll probably notice about your revamped adCenter account are the freshened-up interface and more intuitive campaign workflow (beauty and brains).
Dig deeper, and you'll find that the most exciting changes lie in the enhanced targeting, expanded reporting insights, and offline tool capabilities. Each upgraded feature is designed to help marketers see a better return on their ad spend.
Here's an overview of our new adCenter enhancements and how they can help improve your campaign performance and results. For a fuller description, check out this recording of our webinar, "An Enhanced adCenter to Increase Your Search Ads' ROI," held earlier this week.
New Location Targeting enables you to drill down to more specific target audiences around the globe, with options to target countries by language, bundle different targeted countries together, and zero in on specific states, territories, and cities. By monitoring the performance of each of your targeted locations, you'll be able to boost bids for those locations that convert better—and help maximize ROI.
The URL by Match Type Update, which is currently being rolled out, will enable you to independently manage destination URLs by match type. Each keyword/match type combination will be separate, allowing you to pause specific match types rather than entire keywords, and also track match types individually. By breaking out management and tracking, you'll have better opportunities to optimize keywords and bids.
The Share of Voice Report reveals how your campaigns compare to the market as a whole in terms of impression share. Using its loss-of-share metrics, you can more effectively determine whether you need to increase campaign budgets, adjust bids, revise ad group structures or ad copy, or alter landing page implementation---which helps you fine-tune your campaign to achieve better results.
The Change History Report now provides insight into ad distribution and site exclusion changes, so that you can see how those changes affected your campaign performance.
The adCenter Desktop Tool is an offline application that enables you to manage and optimize your account in bulk. Improvements to its search capabilities, keyword research, import functionality, targeting support, and more can help you work faster, make edits more easily, and gain deeper insight into effective keywords.
The Microsoft Advertising Intelligence Tool provides a variety of options for gathering keyword information suggestions, so you can develop more informed keyword strategies based on actual Yahoo! Search and Bing data.
You can download both the adCenter Desktop Tool and Microsoft Advertising Intelligence Tool here.
For more details on these exciting adCenter enhancements, watch our webinar or contact your account representative today.
---The Team
