Microsoft’s adCenter platform is set to launch enhanced capabilities to the market at the advertiser level as well as in modifying relevance algorithms (matching, pricing, ranking, the black box etc). The whole exercise is geared up towards providing advertisers with greater control and more transparency. Let us get a quick recap of some of the enhancements lined up for the Advertising’s Search Network of Microsoft:
Broad Match Modifier or URL by Match Type
The company has announced that it’s in the process of testing this feature. This targeting feature, somewhat similar to Broad Match Modifier of Google, will let advertisers generate keywords with increased reach than phrase match and greater control than broad match.
Its new functionality claims to give more precise and thorough control over advertiser campaigns. In addition to the ability of assigning unique destination URLs for all keyword match types within a particular ad group, advertisers may assign unique parameters a well. The research team is set to release this feature in waves continuing through the month of October. Advertisers will get a notification mail one every week before it’s fully enabled for their account.
AdCenter Express especially for smaller businesses
Similar to AdWords Express, Microsoft is rolling out a product, which will automate the process to an extent so as to improve and simplify the experience for marketers. Small businesses often set up campaigns but lack the resources to closely monitor them or tweak them. As a result, the results are disappointing. Emphasis on search engine marketing expertise is a must for them. In this backdrop, the new offering will soom begin beta testing before a formal launch.
Richer, more integrated ads in Bing
Microsoft Advertising’s Search Network intends to develop richer and comprehensive ad units to help the user complete a task and engage with a merchant or n advertiser in an uncomplicated way. A case in point is current integrations like the Open Table reservations functionality that shows ‘Reservations’ just next to search results after users seek information on a specific restaurant. Hovering over the word leads to a window wherein they can choose a date, time as well as number of diners, and then get directed to a specialized landing page.
Some of these customized integrations may well be exclusive partnerships, like OpenTable, whereas a few others would be part of the auction, driven by parameters of bid price and relevancy like any other ad. A user researching a product or planning to buy it could directly add it to the shopping cart from the Bing experience, rather than going to website of an advertiser.
Last but not the least, Microsoft Advertising Search Network’s partnership with Adchemy, announced last year, is well on track, as its research teams are collaborating on pilots and testing different ways to bring newer technologies such as the IntentMap in the adCenter platform. A majority of these features would be publicly availability in the near future.
