In a recent post on the adCenter Blog, Microsoft discussed it's upcoming AdCenter upgrade. Features to be included in the AdCenter fall upgrade include:
- Improved Budgeting Options
- Negative Keyword List Expansion
- Campaign Analytics
- Search Network Distribution and Website Exclusion
As with most things related to search engine, Google leads the way with the more advanced search engine ad platform. Google AdWords is a much easier ad platform to use and is the innovator when it comes to introducing worthwhile features their search engine advertising platform. It is good to see Microsoft continually trying to improve AdCenter - especially given the fact that they'll be taking over Yahoo search ads in the very near future. They really need to make AdCenter as easy to use as AdWords.
I recently put together a a more detailed analysis of Google vs. Bing and AdWords vs. AdCenter. It describes what Denver small busienss owners need to know when it comes to marketing their business online in the Denver metro area. You'll want to make use of both search engine advertising platforms to effectively promote your business.
Negative Keyword Use is Essential
The most important change in my eyes is being able to add thousands of negative keywords at the campaign and adgroup levels within AdCenter. This functionality has been present in Google - yet missing in AdCenter - for quite some time. The use of negative keywords is essential to prevent worthless clicks and impressions. It will save you money in the long run.
How Does This Help Me Market My Denver Small Business?
When first working with a Denver small business owner on an existing account, one of the biggest issues I usually identify is the lack of the effective use of negative keywords. I typically will run a search query report to determine what the actual search phrases were that triggered ads to appear for the AdWords campaign. Typically, the Denver small business owner will be receiving a lot of worthless clicks - there ads are showing for search phrases completely unrelated to the products or services that they offer. The effective use of negative keywords will prevent these ads from showing for unrelated or unwanted search phrases.