Overheard at #SMX: 3 Optimization Tips from the Microsoft Advertising adCenter Experts

As I stood at our Microsoft Advertising booth at SMX, I overheard our subject matter experts for adCenter telling potential and existing customers tips on search engine marketing. I wanted to share three of the top tips I overheard for those of you that aren’t attending SMX... listen in!

1. Expanding match types: if you aren’t already bidding on all three match types, you should be! If you are willing to bid on broad, you should be willing to bid on phrase and exact. Broad is a must have for volume, but be sure to add negative keywords to drive quality traffic.

2. Dynamic keyword insertion: to make your ad copy compelling and super relevant you can use DKI (dynamic keyword insertion) to insert key terms, locations, or whatever you wish. By making your ad copy more relevant, you can increase your CTR and ultimately improve your overall campaign performance.

3. Content campaigns: opting into the content network helps you reach a broader audience on the combined Bing and Yahoo! network, but be sure to separate your search and content campaigns so you can monitor traffic separately and measure ROI specifically for each campaign.

I hope my eavesdropping has helped you with your SEM efforts. Thanks to Shirin McConaghy and team for your help on these great tips!

If you are attending SMX, stop by the booth:

The Microsoft Advertising/Bing booth is #430

Expo Hall hours are from 12p – 6:15p on Tuesday and 9:45a – 4p on Wednesday.

Until my next post at SMX,

Christen Anderson

Global Accredited Professional Lead