adCenter Launches Radius Targeting
In July 2011, Microsoft adCenter rolled out a new feature allowing advertisers to target their campaigns within a 100 mile radius around a particular location.
With "radius targeting," advertisers can select to target the area around an address, zip code or latitude/longitude coordinate, giving them extremely precise control over where their ads will be displayed. After entering a location, advertisers choose how large of a radius they want to target (from 5-100 miles) from a drop down menu. The feature, which takes only minutes to set up in the adCenter interface, increases relevancy for users and allows advertisers to be more meticulous with their ad delivery and product offerings.
There are many ways to use radius targeting to your advantage. Here are five big ones:
- Develop local customer base: If you have a brick and mortar location, restrict ads to show only to users within a certain proximity to the store.
- Undermine competitors: Pinpoint the locations of your competitors and advertise directly to their customers.
- Advertise different products/services: You may find that you don't want to advertise exactly the same products/services to all your markets based on past performance as well as logistical considerations.
- Bid differently across geographic markets: Create separate campaigns for different regions of the country and increase/decrease bids based on their value to you.
- Test new initiatives on small scale: Create a campaign testing out new strategies and launch it only in targeted regions that historically perform well.
Radius targeting is a great way to get the most bang for your buck with online advertising and can help make the difference between meeting your strict ROI goals or not. I encourage you to take advantage of this new feature in adCenter where applicable.
Introducing Certified Knowledge: PPC Tools, Training, & Community
Over the past couple of months, I’ve made very few blog posts and few speaking appearances – but my time has not been idle. I’ve been completely consumed by a new project we’ve just officially launched to everyone called Certified Knowledge.
Certified Knowledge is an on-demand, unlimited access PPC toolset & learning environment.
Over the past 11 years of working with PPC products, I’ve developed efficient ways of working with PPC; and my own Excel sheets, pivot tables, macros, and workflows to make my work go faster while ensuring the accounts still lead to traffic and conversions.
Certified Knowledge is the cumulation of what I’ve learned over the years that has been translated to an on-demand, use at your own leisure, web based system.
I’ve created more than 70 training modules that take up more than 760MB of server space that will help you learn more about AdWords, take advantage of its features, and show how I’ve used AdWords to maximize results over the years.
My dev team has also built a great toolset that should speed up anyone’s workflow.
Over the past six months, I’ve only been using our toolset, AdWords Editor, Microsoft adCenter Desktop, and freely available tools to manage accounts. By forcing myself to use our own tools, they have gotten to the point that most of your day-to-day activities can be accomplished via the tools. We are currently tweaking them and adding new features to our existing tools, and new tools to the system.
Currently, the most popular tools is the Quality Score Tool. By uploading a simple ad group report, we run the data through some algorithms and report back to you exactly where you should start working on your quality scores with some other bits of information. Of course, there are also videos instructing you exactly how to work with quality score.
Right now we have eight tools (although the Report Analyzer is so flexible, it could easily be described as being more than a dozen tools) in the system, and plan to continue expanding the set.
There is also a forum system where users can share information, ask questions, and network.
I find that those who spend anywhere from $500 to $50,000 or even up to $75,00 per month are a forgotten group of advertisers. They can’t afford the high end bid management systems. They often don’t have an AdWords rep; and often don’t have a great place to turn for choosing a toolset or learning more about AdWords. It’s this inequity we’re trying to address.
We do have high spenders using high end bid management systems who are members just watching the videos. We have others who are agencies that are just using the tools. The benefits will differ based upon your situation, but I think the mid-tier of advertisers have been left behind by everyone; and I want to fix that while supporting these other groups. This mid-tier spending groups also makes up the majority of our AdWords Seminar (officially Google supported events) attendees – so we have a lot of experience working with and supporting this group of advertisers.
Anyone who has read this blog for any length of time knows that I’m not salesy nor boisterous. I prefer to present information and then let the smart readers make up their own mind about a product. So I won’t make superficial claims about the product; instead I have built a very transparent site that shows you exactly what you can find inside.
If you are wondering if this product is worth your time or energy, I encourage you to start by reading the FAQ page.
Here’s where you can learn more about the product:
If you’d like a sneak peak of some videos, you can see that as well:
- Identifying quality score problems (a good watch if you don’t want to use our QS tool. Our tool does most of this for you)
- Long tail keyword strategies
- Creating local ads
I hope to see you inside Certified Knowledge.
| Read Brad's Newest Book: Advanced Google AdWords | |
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Advanced Google AdWords will provide deep insight into AdWords functionality and advanced features, explaining how they work and providing tips, tactics, and hands-on tutorials that readers can immediately use on their own PPC campaigns. |
| Certified Knowledge: Online AdWords Training, Tools, and Community | |
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Certified Knowledge is an online tools, training, and community site brought to you by Brad Geddes & bg Theory.
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- Google AdWords Launches Retail Specific Knowledge Center Google AdWords has compiled articles, tips, case studies, and even...
What’s new with Microsoft adCenter?
It’s easy to get lost in a world where AdWords seems to dominate the marketplace. However, not only is adCenter a great product (with an amazing community) they also have continued to innovate. Here’s a roundup of adCenter posts that makes it easy to catch up with the new features and improvements that have come out of adCenter over the past couple months.
SEM Beginner Series: Ad Copy Importance, Best Practices and Resources
The Silent Click – Increase Brand Awareness Online – adtech New York 2009. While this post is a recap of an adtech session, there are some charts in here that contain some great info on display that every marketer should read. In addition, there is a link to a full PDF report that shows more details of this information – great stuff.
Microsoft adCenter Fall 2009 Upgrade: Tutorials and What’s New in the Learning Center – adCenter desktop is a great tool for managing your adCenter account on your computer.
Microsoft adCenter Fall 2009 Upgrade: Improvements and New Features. Microsoft has an ad preview tool, the ability to set default time zones (this is great), and some other improvements.
Here’s an older post on this site that contains links, resources, and a comparison chart to help understand adCenter as it relates to AdWords.
| Learn Advanced AdWords Techniques at Google's Supported Seminar Series | |
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What’s new with Microsoft adCenter?
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- Microsoft adCenter Resources I don’t talk about adCenter very often; however, Microsoft has...
- Microsoft adCenter to Launch Contextual Program This Fall Microsoft plans to launch their own contextual program this fall....
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