Microsoft Content Ads: 5 New Best Practices (US Only)

It is an exciting time for Content Ads at Microsoft, available in the U.S. New features and tools are now converging with new publisher inventory, enabling advertisers to extend their reach through Microsoft Advertising. It's time to get in the game!

In May, Jeremy shared two of the new features available after our Spring Update, Website Exclusion and Site Performance Reporting Now Available for Content Ads,  and last year Carolyn posted the Top 5 Best Practices for Microsoft Content Ads which were: customize your ad copy, use high volume keywords, apply and test targeting, separate search from content campaigns, and create custom reports.

Just in time for fall optimizations and back to school planning, here are five new best practices to consider:

1. Review the Publisher Placement Performance Report

Are you curious where your ads are showing? This report provides all key performance indicators for your content campaigns across each of the publishers within the network.  Be sure to filter distribution to content only. When you combine with adCenter conversion tracking, you have a powerful tool in determining which sites are most effective at reaching your audience.

2. Exclude Publishers Not Aligned to your Audience

2009 is all about relevance, and it's ok that not every publisher will help you reach your audience. The Publisher Placement Performance report will help inform a decision to exclude a publisher.  Website exclusion is a powerful tool, released during our spring update, and provides advertisers with increased control over their campaigns.  Here is an example of an exclusion scenario: A mineral makeup retail advertiser understands that showing their ads on a male-oriented automotive information publisher will not result in clicks or conversions. They can easily exclude this publisher and prevent ads from showing on that site.

3. Customize and Test Content Ad Landing Pages            

As in search, your campaigns will be enhanced by testing multiple landing pages and evaluating their corresponding conversion rates.  The content network drives a different type of visitor than search, and customized landing pages that provide immediate information on your company or product will likely keep more visitors on your site.

4. Utilize Microsoft Advertising Intelligence for Keyword Generation

The internet is in a constant state of change, and the pages that Microsoft Content Ads appear on are also constantly updating their content. Understanding this, it is important to keep your keyword lists fresh in order to maximize volume and ensure your ads continue to show on relevant pages.  The recently released Microsoft Advertising Intelligence set of tools contains a keyword generation tool for Content by Vertical that is perfect for keeping your keyword set fresh.

5. Test Seasonally Relevant Ad Copy

In content advertising, you are reaching your customers in a more passive situation than you do in your search campaigns, and it's necessary to vie for their attention. Suppose that you are selling baseball memorabilia and the World Series is approaching - you could tailor your ad copy to that event.  Or if you are a retailer, selling shoes, and back to school time period is approaching, you can drive a higher click-thru rate and conversion rate as well, by including specific seasonally relevant ad copy. Continuing to test multiple messages is also recommended.

These best practices, along with a commitment to refining your campaigns toward meeting your goals will put you well on the road to a successful Content Ads effort.