Tips, Tricks & Tools you can use to amaze. Presented during the "Amazing PPC Tactics" session at SMX Advanced in Seattle June 4, 2008.

1. Delightful + adCenter
Tools, tips and tricks you can use to amaze.
Natala Menezes
Product Manager
June 04, 2008
advertising.microsoft.com

2. A little bit about me.
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3. A little bit about me.
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4. A little bit about me.
Product Manager
User Experience &
New Product Development
6+ years in Search
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5. A little bit about me.
Product Manager
User Experience &
New Product Development
6+ years in Search
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6. A little bit about me. 5 lb dog with a
Napoleon complex
Product Manager
User Experience & Photo credit: Darren Dalasta
http://flickr.com/photos/ddalasta/1461199997/
New Product Development
6+ years in Search
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7. A little bit about me. 5 lb dog with a
Napoleon complex
Product Manager
User Experience & Photo credit: Darren Dalasta
http://flickr.com/photos/ddalasta/1461199997/
New Product Development
6+ years in Search
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8. A little bit about me. 5 lb dog with a
Napoleon complex
Core Product Beliefs:
(1) Quality
Product Manager (2) Transparency
User Experience &
New Product Development
(3) Efficiency Photo credit: Darren Dalasta
http://flickr.com/photos/ddalasta/1461199997/
6+ years in Search
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9. A little bit about me. 5 lb dog with a
Napoleon complex
Core Product Beliefs:
(1) Quality
Product Manager (2) Transparency
User Experience &
New Product Development
(3) Efficiency Photo credit: Darren Dalasta
http://flickr.com/photos/ddalasta/1461199997/
6+ years in Search
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10. 1 Keywords
2 Bulk Tools
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3 Tricks

11. 1 Keyword lists are hard to develop.
• Building a keyword list takes time + hard
work
– How do you get from 10 words to 100?
– How do you find out Synonyms? Antonyms?
Related nyms?
• There’s not a lot of easily available data on
keywords
– How does a specific keyword perform?
– How much will the KW cost? How many impressions
are available? Clicks?
– Keywords alone are not enough – need volume and
monetization metrics.
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12. You need data.
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13. You need data.
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14. You need data.
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15. 1
Easy to access.
We’ve got data. It’s in Excel.
It’s free.
The adCenter Add-inBeta
• Absolute numbers
– Data directly from Live Search query logs
and adCenter impressions.
• Demographic Data
– Helps you understand who’s searching with the
keywords you are buying.
• Portable
– You can use this information on any engine. Just copy & paste.
• Download the add-in here:
– http://advertising.microsoft.com/a
dvertising/adcenter_addin
– Excel 2007 version available today.
2003 version releasing this summer.
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16. 2 Managing lots of keywords
is kinda messy.
• Uploading keywords and ads takes a lot of time
– Each item has to be managed individually.
• It’s not easy to copy and paste
– You are spending time in excel and want to be able to easily port
that information directly into adCenter.
– There’s a need to replicate what’s working on one engine to
another engine.
• Sometimes, you want to change a lot of little things
all at once
– Raise all your bids by a 20%, delete a set of keywords, add a set
of keywords – across multiple campaigns.
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17. 2 Introducing: adCenter DesktopBeta
• Quick Import
– Copy and paste keywords, negative
keywords, match types and bid amounts.
– Import data directly in multiple formats,
with settings and keyword/ad data.
– Supports AdWords Editor export.
• Bulk Edits + Research
– Bulk edit multiple items at once (bid
prices, destination URLs, ad group
targeting, etc.) —within or across groups
of items.
– Integrated keyword research
• Notifications
– Scan campaigns for editorial issues Register for the pilot:
before uploading to adCenter – http://advertising.microsoft.com/adcenter-
– Receive alerts on performance changes beta-pilot-signup
• Yes, there’s lots more Select adCenter Desktop
Share your feedback
– Better navigation, quick interface,
creation wizard, keyword research ...
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18. 3 Tricks:
{Keyword} {MatchType} {QueryString} {Param 1}
• What are parameters or dynamic text?
– A string value that's not resolved until runtime.
• Types of values:
– adCenter defined
(Keyword, MatchType, QueryString, OrderItemID, and AdID)
– dynamic value defined by you or users (Param1, Param2, and Charles Thrasher
Param3) Ad Services
Project Lead
• Trick #1: Custom Ads Extraordinaire
– Use {Keyword} as a parameter to dynamically create an ad that
matches the users queries.
• Trick #2: Dynamic Destination URLS
– Leverage parameters to attach key information to the referring URL
for detailed tracking.
• More details on the blog:
– http://adcentercommunity.com/blogs/advertiser/archive/2008/03/29
/dynamic-text.aspx
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19. adCenter Workshops
• We are coming to a city close to you
• E-mail me if you are interested in attending: acpc@microsoft.com.
New York
June 17, 2008
Doubletree Metropolitan
Los Angeles Chicago
June 19, 2008 July 1, 2008
Sheraton Gateway Los Angeles Hyatt Lodge at McDonald's Campus
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20. Thank You.
Natala Menezes
acpc@microsoft.com
http://adcentercommunity.com
Slides will be uploaded to slideshare.net/natala007
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