Sep 15, 2011 115 reads by Navneet Kaushal

This session at the SMX New York 2011, was focused on a good adCenter campaign for better efficiency and also outlining the key differences between AdWords and adCenter.


  • Matt Van Wagner, President, Find Me Faster

Q&A Moderator:

  • Christine Churchill, President, KeyRelevance


  • Allan Chuate, Regional Manager,Search Strategy, Yahoo!
  • Tim Daly, CEO, Vincodo
  • Kunal Das, Search Evangelist, Microsoft
  • Joseph Kerschbaum, Vice President of Client Services, Clix Marketing

AdCenter Yahoo And Bing

The first speaker to take the stage was Joeseph Kerschbaum – Vice President of Clix Marketing. He started with defining the adCenter quality score and its purpose. The score has no effect whatsoever on the campaign performance, or your ad position or your cost per click. What it does is, track the competitiveness of your campaign in the marketplace.

Joseph then outlined the 3 Metrics of the adCenter Quality Score, as to how it is calculated for a site.

  1. Keyword Relevance
  2. CTR (the core metric)
  3. Match type level scores

The parameters that define the Landing Page User Experience include the site's load time, the Ad links placed, the amount and quality of unique content placed there and the interstitial landing pages. Then he said that the Landing Page Relevance depends on these factors, whether the page has-

  • Keyword targeted
  • Description meta tag
  • Keyword meta tag
  • Image alt tag
  • Title tag

Now that you know the parameters, this is how the Specific Quality Score Performance Metrics work- A keyword relevance score is between-

  • poor
  • no problem/fine
  • good

The landing page relevance and the landing page experience are given the scores of 1 to 2. (make sure to add the quality score column to your report to generate it!)

 He then explained the workings of quality Score by Match Type. He said, “Exact match is more competitive than the other match types, and the CTR is dramatically increased and thus has a high quality score than other match types.” He clarified that landing page user experience and relevance does change based on match type.

Then he gave the tips everyone was waiting for- How to Use the Quality Score to Optimize Your Account-

If the keyword quality score is not good then this is what you can do-

  • Streamline your ad group structure
  • Improve relevance
  • Better the quality
  • Work out the performing and the non-performing keywords
  • Analyze your keywords and match types

 For poor landing page relevance score, you can take these steps-

  • Insert keywords into body copy
  • Use Meta Tags
  • Use Image alt tags
  • Create specific landing pages for targeted users

For poor user experience on the landing page-

  • Do a duplicate content check
  • Get rid of interstitial landing pages
  • Remove multiple third part ad’s

The Takeaway-
The well performing keywords on AdCenter and on AdWords are correlated. If the quality score is low on both engines, drop the keyword. If the scores are far apart, then contact the rep from the engine with the poor score. Use quality score to your advantage.

The next speaker to come up was Tim Daly – CEO of Vincodo. He started with a comprehensive information package on Bing. Bing represent around 20% of the quality search queries online. The quality of traffic one gets from Bing is better and the competitive pressure is less. So, you need to be on Bing to make profits with increased returns on investments and also you need a different campaign for Bing. The one you used on Google will not work here!

Bing and Bid Management
Tim said that due to less competition one can lower their bids and have lower cost per clicks. He advises, “Best practice is to lower your bids and achieve similar ad position before you compare performance between Google and Bing.”

As for the match types, Bing and Google have same match types. In the case of negative matching, Bing only offers phrase match negatives. He also cautioned against transferring Google negatives to Bing- as it may lead to the quality traffic being blocked.
He pointed out the challenges faced in Ad distribution and partner networks, especially with Yahoo Search Partner Network. He said that the little improvement that had taken place in this area has not been much effective. Poor quality traffic and fraudulent sites are creating big issues.

The Takeaway
Tim underlined the fact that there have been quite a few algorithm changes in Bing and they have been even stronger than Google. The changes brought by these updates are instantaneous and can hugely impact your performance. What to do then? Trend identification is key to finding these algorithm changes. And then you have to rapidly adjust your account to recover your losses.

The speaker next up was- Allan Chuate – Regional Manager of Search Strategy at Yahoo! He spoke on the best optimization practices for asCenter. The first thing for the same is keywords-

Expanding your keyword is extremely important for better performance on adCenter.

He advised the attendees to increase their exact match traffic as exact match words and ads perform much better on adCenter.
Speaking on bidding techniques, he said that “Bidding by match type within the same ad group is highly suggested. It is also suggested that you use 75% of your exact match bid as your phrase match bid, and 85% of your exact match bids as your broad match bid. This is suggested by phrase and broad match typically perform at 75% and 85% of exact match respectively.”

Moving on to the Ad copy Allan said that for creating ads it is always best to use action phrases. Your as should have the competitive edge to stand out. Keyword insertion and {param2} ads are recommended.

Content ads are currently underutilized on Bing. He said that people need to use content ads more on Bing and this is how he suggested they do it-

  • Separate content ads from search campaigns
  • Use relevant, high volume keywords
  • Apply and test targeting
  • Create custom reports
  • Use site targeting, which includes individual Yahoo and Microsoft properties

The Takeaway:
Allan recommended mobile sponsored search as there is a huge potential for mobile ads on Yahoo search and Bing. The reason being 650 million mobile searches are made in a month only. So you need to tap on that. He advised using geo-targeting and mobile carrier selection.

Then the mike went to the fourth speaker Kunal Das – Bing Evangelist at Microsoft. He started by saying that AdCenter is aimed at creating new and better features. He outlined their goals as:

  1. Improve ad performance and increase volume – He suggested using plural terms for greater benefits. While Bing matches the singular and plural keywords automatically; adCenter lets the advertisers choose to block singular or plural versions of their keywords.
  2. Enhanced campaign insights – He spoke of the Microsoft Advertising Intelligence Tool, an Excel plug-in tool available for keyword research and optimization. He recommended the tool to expand your accounts using real Bing query data. This tool will provide you with insightful data like pricing data, KPIs and more.
  3. Make the platform easy to use – And you will have better productivity. The adCenter desktop tool is a great way of increasing your productivity. Some of the new features of the tool are able to:
  • View and apply filters by quality score
  • Copy and paste settings
  • Import campaigns from other search engines
  • Better use location targeting

The Takeaway-
Kunal then spoke of the future of adCenter as a takeaway thing. He listed down these functionalities-

  • New navigation functionality
  • Improved negative keyword matching
  • Share of voice reporting
  • Opportunities tab
  • Enhanced mobile targeting options
  • Visual and descriptive notifications and alerts
  • Google PI import with AdWords credentials

The informative session ended here. If you want more from SMX New York, then keep tuned to Page Traffic Buzz.

Best Practices With adCenter For Bing And Yahoo: SMX East New York 2011, Day 2!, 5.0 out of 5 based on 3 ratings
Navneet Kaushal

Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
Navneet Kaushal
Navneet Kaushal
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