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Making the most out of AdCenter

Avoiding some of the common pitfalls

2:53 pm on Dec 11, 2006 (gmt 0)

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My team went for a tutorial in London last week on making AdCenter work. I thought the notes that they came back with as to what they found relevent might be of help to people - especially those that suddenly find their ads in limbo, offline or entirely ineffectual. Thanks to my team for giving me the meat of this post...

Editorial Process
When you Submit keywords and ads, they go through an EVP (Editorial Verification Process). This process can result in one of three outcomes: Rejected, Approval, Pending

Acceptance Policy
(sidebar... interesting it is called an "acceptance policy, not a rejection policy. Implies that ads need to reach a quality threshold before being accepted)

There should be:
• Strong relevancy, flow between keywords, ads and landing page
• Site must be stable and respond at peak times
• No sites under construction allowed
• No pop up’s or mouse trapping
• No excessive Punctuation
• Spelling and grammar
• No use of “Click here”!
• Abbreviations are allowed
• Deep links best

Third party trademarks that are not relevant to business is not allowed

Some Basic Tips:
• Keyword relevancy
• Landing pages work
• Include keywords in titles
• use adlab.microsoft.com – keyword tool

Improving Your Campaign Management
• Bid price affects Positions and spend
• Dynamic elements allow change of copy without loss of CTR history, keeps copy clean, copy to be more relevant to search term. This is set at keyword level {param2} + {param3}. Can set Dynamic Text for each keyword. Change at keyword level where you change match type.
• Targeting – Display to right market, relevant ads, improve CTR, ROI and reduces CPA.
• Research - Identifies and suggests new keywords, volume data, tailor ad to right audience (Age and gender stats available).
• Adding Keywords – Keeps account up to date. IO available for download.

You are able to increase bids up to 100% for people in specific categories (ie males aged 25 to 35). You can’t only bid on these categories though, your ad still shows to everyone, but the idea of this is if you know males aged 25 to 35 for example convert better, you can increase your bid for people that fall in that category for your ad to appear higher. Demographics gets data from passports when you sign up to MSN (ie email account, messenger). You can run a Demographics report in your campaign to find out who clicks through to your site (ie females aged 50 to 70 may be the most popular).

Three main types available: Delivery, Billing+Budget and Targeting
(Scheduling reports available by email).

Developments to expect Next year
• Behavioural targeting being researched
• Adcenter Accreditation (level grading)
• Management on campaigns
• Doing a photo version of Google Earth it seems. Not sure if this will be ready next year but it ables you to search your photo and find other people’s photos of that same object (ie Tower Bridge) which can even have a 3D map of it.


7:33 pm on Dec 11, 2006 (gmt 0)

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Nice, Thanks for the insight and tips - quite interesting about the adcopy change not affecting history, I enjoyed a session of yours at Pubcon too so thanks for sharing the knowledge :).


11:56 pm on Dec 11, 2006 (gmt 0)

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WebmasterWorld Administrator ianturner is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month

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Nice insight into AdCenter - I haven't yet got enough data to really gauge the value of AdCenter yet, but initial showings are good.
12:50 pm on Dec 12, 2006 (gmt 0)

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Good job Dixon
The accreditation next year will be welcome
1:13 pm on Dec 12, 2006 (gmt 0)

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WebmasterWorld Administrator ianturner is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month

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I'll tell you what would be really great to see - an MSN Version of Adwords Editor. To allow desktop updates and then bulk upload of changes.
11:16 pm on Dec 12, 2006 (gmt 0)

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I deleted some low performing campaigns and created new ones on 2 accounts 4 days ago- nothing has moved since. Today I can't even log-in, and it happened over the past weekend as well.

Lag-time for actions in the UI needs to be addressed and fixed or nobody is going to use this system, it's that simple.

12:46 pm on Dec 13, 2006 (gmt 0)

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A very good post with a lot of information most people wouldn't really know.

I still find the Adcenter is so very slow as well as MSN doesn't have enough traffic!

2:22 pm on Dec 13, 2006 (gmt 0)

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Thanks for sharing, Dixon. I especially like the demographics selection process, can't wait to share this with a client.
6:38 pm on Dec 13, 2006 (gmt 0)

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id love to make the most out of adcenter but unfortunately one of our orders which was in positions 1-10 has strangely fallen to around position 190!

Support is no help either.

UI is a bit slow but better than it was.

Potential but frustrating.

How about that $200 voucher for newish frustrated advertisers mr MSN?


8:53 pm on Dec 14, 2006 (gmt 0)

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When you say "No use of “Click here”!" are saying that call to action term should not be used on any pages we are sending traffic to via Adwords?

Oops - sorry I see this is about MSN. My Bad


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