My Top 6-6-6 Microsoft adCenter Feature List
Sep 4, 2007 Microsoft adCenter
Those marketing folks over at Digital Advertising Solutions at Microsoft recently sent out an e-mail to most current advertisers informing them Ipsos may contact them regarding a customer survey on adCenter. This made be think: are Gates’ advertising minions that disconnected from advertisers? Don’t they read PPC-Advice.com and other blogs on a regular basis? I guess not. Just in case the folks at Ipsos need to do some preliminary research for Mike Hard (real name, BTW), here is my list of the Top 6 Good, Top 6 Bad, and Top 6 Wishes for Microsoft adCenter.
We aim to be controversial now and then, which is why I figured we might call this post the Top 6-6-6 list. Not because Microsoft is inherently evil, but because working with adCenter is akin to living in hell. That being said, it does have some amazing features. And if the rest of the advertising community agrees with me, Microsoft could make adCenter a lot better.
Top 6 Nice adCenter Qualities:
- Demographic targeting: I’ve said it before and I’ll say it again - Honing in ads on key demographics is one sexy feature. Google and Yahoo are light years behind in this respect.
- Customer service. Yahoo’s customer rank structure is such that you really have to spend a lot to become an important advertiser. With Google, you have to kick and scream like a big baby to get attention you deserve, but Microsoft does things differently. Signing up is quick and easy, and customer service is friendly and helpful.
- Built-in bulk edit. Whereas everything is pretty manual in Yahoo Panama, and Google requires the Adwords Editor, most of the critical mass changes can be done right in the adCenter interface.
- Cheaper than average CPC. No one wants to pay too much per click, especially in a very young advertising program such as adCenter. Microsoft gets it.
- Endless content possibilities. Point, counterpoint on this one. What’s nice is that they have the potential to really expand into highly trafficked site traffic within their own network.
- Fresh meat. Think about it, as an early adopter you’re tapping into a relatively fresh market, where competition is low, CTR may be high, and conversion should be easier. What’s not to love?
Top 6 Naughty adCenter Pet Peeves:
- Traffic numbers. Estimated traffic numbers are ridiculously inflated. I’m not typically one to exaggerate numbers either, good luck finding impressions and clicks anywhere close to what adCenter predicts.
- More fraudulent clicks. Let’s face it - the system is young and therefore more vulnerable to fraudulent clicks. It’s not something that can be fixed overnight, thankfully not many of your competitors will care about your ads on MSN… see #1.
- Trademark issues. This is along the same lines as my fraud comment. Since adCenter has really only been around for a few months, trademark issues will take a while to mature. My only advice is to secure your branding right away - it’s a insignificant marketing expense.
- Hassle. Managing complex campaigns imported from Google can be more trouble than their worth. If your spend in Google is your bread and butter, you’ll quickly tire of managing traffic-starved adCenter campaigns.
- Content Network. What’s taking so long? Granted, Microsoft can literally buy any high traffic sites they really need to get their content network off the ground, but why bother? They’ve got plenty of aces up their sleeves - TechNet, Windows Update, MSDN, just to name a few.
- Timing. Microsoft’s just too darned late to re-enter the advertising game they gave up years ago. Those of you that have been around a while know what I’m talking about.
Top 6 adCenter Must Haves:
- More Traffic! Geez Louise, leverage the Microsoft brand to get word out.
- Better partnerships. Team up with web developers, online marketers, web hosting companies, advertising agencies, bloggers, and get your product in as many businesses as possible.
- Get innovative. Honestly, demographic targeting is great, but Microsoft will need a lot more to become competitive with Yahoo and Google.
- Leverage technology. Use Microsoft products and online placement assets to their fullest potential. Make advertisers want to use adCenter.
- Consider acquisitions. Google didn’t get to where they are by themselves, they did so through strategic acquisitions and partnerships.
- Act small, because that’s what you are. Search traffic has shown Microsoft is on the short end of the stick in terms of search traffic. Time to change strategy starting at the top. Think like an entrepreneur, not like a government office.
Of course, with today’s e-mail going out to advertisers it’s clear that Microsoft doesn’t know the first thing about winning in the pay-per-click advertising game. You don’t need Ipsos to tell you what the online community already knows. Management at Microsoft needs to take in two or three sessions at SES or even speak to their customer service reps on the SES tour and areas of improvement will become painfully clear.
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