Microsoft adCenter Interface Gets an Upgrade.

Written by Doug | October 31st, 2008 |

On Monday we received news that Microsoft adCenter was upgraded with some new features that will really help us manage campaigns much easier.  Microsoft finally responded to many requests to make these changes.  These changes include improvements to Campaign Management, Editorial Improvements, User Management and Content Ads.

~Doug

Yahoo’s Advanced Matching Problem

Written by Doug | August 22nd, 2008 |

When building an effective search marketing campaign, one of the most important things is making sure that you have an extensive keyword list so that your ads are showing up for all relevant searches. Just as important, however, is using qualifiers in your search terms so they don’t show up for irrelevant searches. For example, you want to make sure you have plural and non-plural variations of your words such as “game” and “games”. Yahoo does not let you add all of these variations. Instead, if you were to add the keywords “game” and “games”, Yahoo would only take the word “games” because it feels that one word covers both; Yahoo calls this Advanced Matching. With Yahoo’s Advanced Matching, your keywords get treated as a broad match and it uses your keywords in various contexts. You could use Standard Match for exact matches of your keywords, which is fine but you can’t build a keyword list that is thorough enough to cover all of the search queries you would want to display your ad.

~Doug

Google-Yahoo Agreement – Who Benefits?

Written by Doug | June 17th, 2008 |

Last Thursday, Google announced that they agreed to a non-exclusive search services agreement with Yahoo! The agreement “gives Yahoo! the ability to use Google’s search and contextual advertising technology through its AdSense for Search and AdSense for Content advertising programs.”

~Doug