Optimization Tips for MSN AdCenter

Interested in MSN AdCenter? Sign up and get $75 in free clicks.

Here are some MSN AdCenter Optimization Tips (directly from my MSN Adcenter representative):

1) Create more ads

Consider creating additional ads for your ad groups. Microsoft adCenter allows up to 20 ads per ad group, and over time will display ads with higher click-through rates (CTR) more frequently.

Experimenting with ad copy can help you identify the words or phrases that perform better with your target audience.

Click on the link to learn more about creating ads.

2) Use phrase and/or exact match type

Although broad match may result in more ad impressions, phrase and exact match may potentially result in more targeted clicks.

By applying more focused match types you can often reach more appropriate prospects, reduce your cost-per-click (CPC), and increase your return on investment (ROI).

Keyword match types

By using keyword match types in Microsoft adCenter, you increase the possibility that a customer who is viewing your ad is also interested in your product or service. AdCenter supports the following keyword match types:

- Exact match type

When you select exact matching for a keyword, your ad will appear only when that exact keyword, with the exact spelling, is entered without other keywords. This is the most exact match type that is available. For example, “dog house” matches only “dog house,” not “dog’s house” or “in the dog house.”

- Phrase match type

This option considers your keyword a match with a customer’s search query if the query includes all the words in the exact order given, even in combination with other words. For example, “red flower” matches “big red flower” and “red flower pots,” but not “yellow, red, and blue flower” or “flowering red roses”

- Broad match type

If customers search by using the words in your keyword list, in any order, your ad will appear. This is the broadest match type that is available. For example, “blue car” matches “buy blue car,” “blue convertible car,” and “car is red or blue,” but not “car,” “blue,” or “red car.”

Learn more about match types.

3) Customize your ad by dynamically inserting keywords and content

Consider using dynamic text in your ads. With dynamic text, you use text variables to customize your ad.

Because a custom ad is more likely to match a search query and appeal to potential customers, using dynamic text can help improve the click-through rate (CTR) and conversion rate of your ads.

Dynamic text is a placeholder for Web addresses or for reusable words or phrases. You define dynamic text and then associate that text with keywords. You can use dynamic text in an ad’s title, text, display URL, or destination URL. By using dynamic text that is associated with keywords, you can direct customers to specific Web pages on your Web site. You can also use dynamic text to display the same words or the same phrases in the title or in the text of several different ads.

The Use of dynamic text

Dynamic text populates your ad title or your ad text with a specific keyword or with a text variable that matches certain search queries. Research shows that customers respond better to online ads that use the same terms that they used to search.

For example, customers who search for “baseball gloves” typically respond more to ad titles that use the term “baseball gloves” than to “sporting equipment.” To watch a video to learn more about dynamic text, visit the dynamic text video.

Click on the link to learn more about dynamic text.

4) Separate ad groups into broad and specific categories

The most effective ad groups include a focused set of thematically similar keywords and ad copy linked to landing pages which share that theme.

General, specific, brand, and product keywords should each be separated into ad groups whose ads and landing pages reflect the focus of each set of keywords.

5) Landing page should feature a call to action

If the ad has a call to action and the landing page does not allow the customer to easily complete the action, it can lead to frustration and site abandonment. Ensure that your landing page is designed to easily convert the customer.

Conversions can be encouraged further by providing additional incentive that was not previewed in the ad copy; examples include Order Today for 10% Off, Free Shipping on All Orders, or other types of specials. (However, it’s often a good idea to tempt customers with these deals in your ad copy if possible.)

6) Include pricing in ad copy

If advertising a specific product or service with a competitive price point, consider featuring it in your ad copy. To ensure editorial approval, make sure the ad points to a landing page that references both the product/service and the price.

Also, keep your ad copy updated with any changes in pricing, especially as promotional or seasonal periods come and go.

7) Make sure your conversion tracking code is on the right page

A conversion is recorded when someone who visits your website in response to an ad completes a specified action. The action is typically to make a purchase or to sign up for a program on a page that includes a conversion-tracking code snippet.

The report of this action is expressed as a percentage that is called the conversion rate. For example, if your ad is clicked 100 times and 25 of those who clicked make a purchase, the ad has a 25-percent conversion rate.

Microsoft adCenter generates a block of JavaScript code that you can add to a conversion page to track the number of conversions that occur when users click your ad. This code snippet is inserted between the HTML body tags of your conversion page.

The code should usually be placed on a page which will only display when the customer has successfully completed the action you’re looking to measure—for example, on an order confirmation page.

Also, keep your ad copy updated with any changes in pricing, especially as promotional or seasonal periods come and go.

Leave a Reply