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  • NorCalSEM 8:16 am on July 19, 2011 Permalink | Reply
    Tags: , , bid managment, , display, , google adwords, interface, microsoft adcenter, , , , search, , yahoo bing alliance   

    i bing. you bing? 

    Let’s face it, in search, Google is King.  And they have been for a while.  But finally, after Yahoo and Bing struck a deal to work together last year, a Queen has been crowned in search engine land.  Microsoft AdCenter is now a viable play for every serious search marketer and a great way to increase a brand’s share of voice across the web.  But it wasn’t always so.  For years search marketers paid less attention to advertising on (now)Bing and Yahoo than they did on Google’s AdWords.  Usually, marketers who could meet their traffic needs with Google alone would skip Yahoo and Bing.  Clunky UI’s, inept editing tools and small market shares just made the time spent outside of Google AdWords not worth the effort for some. If this is you, it might be time to give things a closer look.  You might just find that Bing is better than ever.

    i bing. you bing?

    Here are some of the reasons why:

    • Larger Market Share

    AdCenter now reaches nearly 30% of all web searchers.  With numbers like that it’s important for marketers to have a strong presence for their brands on Bing and Yahoo.  And remember marketers, not everybody is using Chrome and Firefox like you are.  Yahoo and Bing especially, benefit from being default search engines in web browsers, tool bars, and mobile devices all bundled on the latest laptops through Office and Windows.

    • Greater Control

    The alliance between Bing and Yahoo gives marketers a chance to manage both networks now through one UI, Microsoft AdCenter.  This helps marketers by reducing resources previously used across three separate networks.  With AdCenter, the functionality has been updated to make working in the UI easier than ever before.  Microsoft does offer an offline editing tool, AdCenter Desktop, but larger campaign managers may find this tool’s power, or lack thereof, a bit frustrating.  I’d love to see this upgraded to the quality of Google’s AdWords Editor.  I think this is the Achilles heel at the moment for this network.

    • Quality

    Like Google, AdCenter has implemented a quality score rating.  Where Google uses a scale of 1-10, AdCenter uses a 1-3 rating system.  The basic premise is the same, provide the user with a quality experience, including ad copy and landing page relevancy, load times, and various other factors.  It’s now more important than ever to start campaigns off right and watch them closely while new keywords and ads establish themselves in the network.

    • Mobile

    Device usage is huge and, according to most blogs out there, web searches on mobile devices should be eclipsing web searches on computers any day now.  It’s important to maximize the growing market share AdCenter offers on mobile devices. Bing offers the ability to target smartphones, as well as feature phones.  Tablets and other devices are part of the regular search option for now.  Smart marketers should segment their campaigns for even greater control and flexibility.  Here’s an example from an online retailer advertising on AdCenter’s mobile networks:

     

    • Display

    While both networks have aligned on search, which runs through AdCenter, Yahoo and Bing still compete for business in display.  Yahoo display is more robust than Bing, but both offer you a chance to target the entire network or select specific categories or domains.  Good marketers understand the value display can add to the overall marketing mix.  Display ads help increase brand awareness and drive users to search for your brand.  If users don’t click on your display you don’t pay.  If you look at it as really cheap impressions, it’s essentially free marketing.  Why wouldn’t you do it?

    • Good Service

    I think for the most part, the service is pretty good at YaBing, especially the Yahoo rep I’ve worked with for the last several years.  Because of the clunky UI and unpopular editing tools, I rely on the network reps to handle large tasks for me.  Save your own resources for things that are more important to your brand, like your overall strategy and subsequent micro-strategies.  Push those large uploads and bulk edit tasks to your reps, that’s what they’re there for.

    If you’re not extending and maximizing your brand’s digital footprint, then what are you doing?  If you’re not using AdCenter, now is a great time to start doing so.  Take advantage of the increased market share and traffic quality that AdCenter offers now, segment your campaigns by devices for greater clarity and control, and branch out beyond just search into mobile and display.  Your reps will be happy for the business and your brand will thank you for the exposure.

     

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  • NorCalSEM 2:09 am on May 29, 2008 Permalink | Reply
    Tags: adwords qualified individual, google adwords, hanapin marketing, ppc hero,   

    I’m good at SEM, I swear! 

    My associate, Jeff, recently took the Google exam and became a Certified AdWords Professional.  I must admit, that logo they give you looks really cool.   Jeff now has instant credibility when it comes to his ability to market his Google AdWords skills.  As more and more companies (outside of Silicon Valley) realize the cost benefits of ditcing the large media agencies in favor of in-house SEM professionals, that credibility is gonna come in handy.  It reminds me of all the network certifications that you can get from Microsoft or the ASE certified mechanics you see at your local autoshop.  Credibility is one of the many ways you can market yourself as a professional.  Something about that ‘piece of paper.’

    As a matter of fact, my 3+ years in SEM may not mean squat if I’m sitting across from a corporate VP of Marketing one day trying to convince him that I know what I’m doing.  He may want to see my ‘piece of paper’.  I mean, afterall, I look for that ASE patch on the mechanic’s shirt whenever I drop my car off for service.  I guess it’s about time I make myself credible.  Plus it irks me that Jeff has it and I don’t….which brings up another trait that will make you succesful…competition!

    Amber, over at Hanapin Marketing, left a great post on PPC Hero recently about how to get certified.  The only way I can beat Jeff now is to get certified in Google and Yahoo and MSN.  Certified in all three?  Now that’s credibility!

     

     
    • Chris 8:57 pm on May 29, 2008 Permalink | Reply

      Clay, I don’t think that MSN has a search certification program… You’re going to have to be satisfied with the Google and Yahoo certifications, but, I’ll give you 5 gold stars to wave in front of him for being awesome! How have things been going for you?

    • Jeff 11:11 pm on June 3, 2008 Permalink | Reply

      You forgot to mention the secret handshake that Google taught me. I could show you, but then I’d have to… well you know how it goes.

  • NorCalSEM 11:47 pm on May 28, 2008 Permalink | Reply
    Tags: adwords editor, , google adwords, google editor, ,   

    PPC Management Tools 

    The Google AdWords Editor is a beautiful thing. I rarely work on AdWords from within the AdWords UI anymore. The current company that I am managing PPC for has over 14 Google accounts, so the Editor is the only real way to get any work done.

    My colleague and business partner, Jeff Lane, is currently working on specs for a PPC management tool that will allow us to operate Google, Yahoo, and MSN from one, single UI. There are other applications out there already, such as Aquisio, but we have too many accounts for most applications to manage. Also, most companies want to charge a percentage of spend and a licensing fee.  We are simply interested in an outright purchase.   Perhaps we will have our own custom editor at some point.

    The opportunity costs of not properly advertising on MSN and Yahoo are huge.  But Panama and AdCenter leave a lot to be desired when it comes to usability and efficiency.   Perhaps we will have our own custom editor at some point and can leap this hurdle and open up even more traffic volume!

     
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