MSN adCenter : Content Ads, adCenter Beta and Demographic Targeting
By: Joe Griffin | Source: searchenginejournal.com
Considering that MSN has only somewhat recently launched their PPC ad serving system, most folks agree that they are doing a good job. After all, MSN’s launch came out more usable than Yahoo’s existing system, or at least that’s the general consensus I get from those that use both, and my personal opinion.
That said, Yahoo has made tremendous strides in offering users an amazing amount of new resources ranging from all of the new panama functionality and API usage to the new Yahoo pipes service.
MSN also beat both Yahoo! and Google to the punch in offering day parting. Day parting is when you select the time and days you want your ad displayed. As an example if you sell B2B software you might want to run your ads from 8:00-6:00PM, whereas a real estate agent might be better served running ads from 5:00-10:00PM. This gives us hope that MSN might catch up quickly to Google and Yahoo, at least in terms of Paid Search Technology.
As we see it there are 4 unique value propositions to the MSN adCenter model.
- Because they have far less advertisers than Google and Yahoo, the bid prices are still quite a bit lower in almost every category. MSN has also proven to sustain conversion rates in the same range as Google and Yahoo, often times higher in certain categories.
- MSN adCenter offers a very unique way to target specifically by demographic. This technology is still being enhanced, but initial case studies show that by setting demographics you are more likely to get clicks from those demographic profiles.
- MSN is great for newbies. Microsoft has done a good job of offering support for this project and just rolled out a new Quick Launch program designed for marketers spending $30 a day or more.
- It’s a natural carry-over for any old-school Yahoo! Search Marketing users. In many scenarios it just makes sense to add MSN into the mix since the same keywords you were paying for through Yahoo! when they powered MSN’s PPC results often be purchased for less money.
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