Following user feedback, Microsoft has announced that advertisers will soon be able to add thousands of negative keywords to their AdCentre accounts, allowing them to closely target their PPC campaigns to the keywords which provide the most likely ROI.
Whilst Microsoft’s search engine marketing platform may not get the same focus as Google’s AdWords, it still accounts for a significant 4-7% of the search market, depending on whose figures you use. Of course soon AdCenter will be even more important, as the Search Alliance will see the platform power PPC ads on both Bing and Yahoo search – some 20% of the search market.
AdCenter users will now be able to reach this section of the market through more targeted campaigns, says Tina Kelleher on the Microsoft Advertising Community Blog. She says that advertisers can now “add thousands of negative keywords at the campaign and ad group levels” – but warns that advertisers will need to delete negative keywords at the keyword level, “as the list limit has not been expanded there”.
Deleting the list of negative keywords at the lowest level will “keep your keyword-level negatives from overriding your newly expanded lists at the higher levels.” Then advertisers can upload their expanded lists at the campaign or ad group level using the migration wizard in the AdCenter desktop interface.
“Unless of course, you’re perfectly happy with your campaigns as they are now and don’t need the increased capacity for negatives at the higher levels,” notes Kelleher. “Then there’s no action need to take at all!”
Related posts:
