Microsoft adCenter

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Revision as of 10:03, 23 September 2008 by 85.8.189.160 (talk) (Editorial Guidelines)

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don't you just loooove microsoft? especially if you're a mac user browsing with firefox?


which hill would you like to die on? this one?..
Microsoft's PPC ad system was developed late only in November 2006, compared to Google which introduced its own Google Adwords in 2000, and Yahoo! Search Marketing which acquired Overture in 2003 (YSM accreditation program still not available in the UK though). Overture (formerly known as Goto.com) had been the first company to successfuly run a pay for placement search. It also supplied both MSN and Yahoo with ad content until Yahoo swallowed it up like a defenceless yum-yum in an office full of constantly hungry workers.

Being the latest to be developed, Microsoft adCenter had the benefits of learning from Google and all the other self-destructing PPC systems that came before it. in the wise words of the Internets, "despite the fact that a cloud of suspicion looms over corporate marketing initiatives, and that Microsoft is entering into a space during a turbulent and uncertain period, it does stand to benefit greatly from Google's blunders. More specifically, Microsoft's AdCenter can incorporate into its vision a degree of lattitude that will allow them to determine which hill they want to die on." (adCenter crawling over broken glass)

There are more than 90 million MSN and Live Search users.

Editorial Guidelines

  • Editorial guidelines may differ from country to country.
  • Point of Editorial Guidelines - to improve positive user/advertiser experience for everyone
  • Capitalisation should be normal (no ThINGS like THEse)
  • Special characters only usable in price and in brand names. No accents or other
  • No excessive punctuation !!!!
ad elementtext admobile ad
ad title2518
ad description7018
display url3520
destination url1022200
phone number2520
business name2520

Landing Page Requirements

Landing pages:

  • relevance: page should have relevant page content / keywords (not in images)
  • url: frames/session specific url should not be used or else it will be hard to access same site consistently
  • construction: under construction pages are not accepted
  • registration: no registration should be required before viewing content
  • popups: no popups upon entrance/exit (note: will be allowed if its to ask for language/region/country preference)
  • browser buttons: backbutton cannot be disabled
  • browser dialogs: fake browser dialog box images/buttons are not allowed
  • downloads: page is not allowed to trigger automatic downloads (downloads are allowed if its user initated)
  • lead generation-type businesses: if page is of the insidious sneaky lead generation/direct marketing nature, then it must follow microsoft guidelines (oh ho ho so dodgy.)

Trademarks

use of trademarks allowed if advertiser is the owner, or an authorised affliated/reseller; or if the site uses the trademarked term in an informal manner. it it will be trademark violation if you're a competitor of the trademark term and you use it competitively.

  • ALLOWED: Sentimental Movie DVDs for sale - We'll make you wet your kleenex or your money back!
  • ALLOWED: Deskjet Ink replacement system - Our inks work with Canon and Brother printers too!
  • NOT ALLOWED: Can't find your Kleenex? - Try Wipenex instead, the best tissue in the world!
  • NOT ALLOWED: Looking for Nike shoes? - We have shoes which are better than Nike!

adCenter Editor (ACE)

according to rumours, Microsoft has made an adCenter Editor (ACE) which is open to a small group of beta testers only by invitation. little is known of this elusive and mysterious creature. as of june 2008, few recorded sightings have been made of the slippery ACE, but usage of the ACE has been said to induce the desire to hit your head on the wall repeatedly. very dangerous. i wait with bated breath till i can try the beta.

Targeting Market Segments

  • Age
  • Gender
  • Geography
  • Day of week
  • Time of day

adCenter plugin for Excel 2007

Dynamic keywords

  • {keyword:default} syntax works like in google.

where "default" is a value used if the dynamic keyword violates editorial rules, then it's already in place. It works just like you would expect in Google except that the {keyword} doesn't control capitalization. {Keyword}, {KeyWord}, and {keyword} are all the same in adCenter.

  • {Keyword}
    • {MatchType}
    • {QueryString}
    • {OrderItemID}
    • {AdID}
    • {Param1}
    • {Param2}
    • {Param3}


http://www.ewhisper.net/blog/microsoft-adcenter-supports-dynamic-parameters-for-links/

See Also