Hello Honda750,

Content ads uses the same bid structure as search ads. You can set different bid prices for content clicks by using the Advanced Bidding function at both the ad group and keyword levels. Please reference our Help topics for step-by-step instructions: Set bids for website placements and Set bids for keywords.

 When advertisers run content ads, adCenter will first apply the “broad” match bid. If there is not a broad match bid, then the “phrase match” bid is applied, then the “exact” match bid. Ads are matched to inventory based on keywords so that only relevant ads appear in the list of possible ads to display.

The matched ads are then ranked using a formula of which bid price is only one factor. An ad that has a high predicted click-through rate and a competitive bid is most likely to display. Ads are selected for display using a weighted lottery, so although bidding does affect the likelihood of an ad appearing, it is not the sole determining factor. Here are some tips to get your content ads to display:

• Make sure the ad’s keywords really reflect the ad’s content. Ads are penalized if their keywords are less relevant to the ad.
• Bid competitively. To rank higher, your bid does need to reflect market rates for the keyword, though it needn’t be the absolute highest bid.
• Target your ad specifically. The more specifically or narrowly you can target your ad, the less competition you have and the more likely your ad will be matched to clearly relevant inventory. Relevancy causes an ad to rank higher.
• Create high-click through ads. Predicted click-through rate is a big factor in your ad’s ranking. Ads should be enticing and include a call to action, encouraging users to click.

Thank you,
Microsoft Advertising Support

When advertisers run content ads, adCenter will first apply the “broad” match bid. If there is not a broad match bid, then the “phrase match” bid is applied, then the “exact” match bid.

OK thanks, I guess that ties into my other question about if AC content network uses "adgroup themes".  I guess it doesn't?  The systems looks at each keyword on an individual basis and applies the broad/phrase/exact criteria to the target content, irregardless of the other kw's in the adgroup?

They are so expensive because to many people like you will boost the rate up to 1.50 if everyone bid .05 then the price would be .05 my add's are set that way they do show not near as much as i would like becuase to many people ar bidding higher

Well, the purpose of bidding high at first is to establish a higher CTR early so that the system can reward you with cheaper clicks.   But my CPC's were still staying high (I paused my campaign)

Usually (Facebook, Affiliate, Google) content targeted advertising costs more by default. More targeted results on the other hand do make more sales.

Tommi Heinonen

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