As advertisers, we are always looking for ways to reach our customers. In PPC advertising, that way begins with choosing the right keywords. There are many online tools available that can help you generate lists of keywords that are closely related to your products/services. Some are free, like the Google AdWords Keyword Tool, some require monthly or even yearly memberships, such as products like Wordstream and Keyword Discovery.
Most of us are familiar with the available keyword research tools that are out there, but there is one more that deserves a mention. It is a free plug-in from the people of Microsoft. As long as you have a Bing Ads account, and use the ’07 or newer versions of Excel, you’re just a few clicks away from a quite powerful, insightful research tool – Bing Ads Intelligence.
With Bing Ads Intelligence, you can generate keyword lists while working in Excel. This intuitive interface allows you to pull fine-tuned search data from Microsoft and Yahoo! websites, create and customize keyword research templates that apply directly to your business, as well as find more affordable keywords to maximize your investment. Not only can you gain insight into average performance, demographic targeting, bid estimation and traffic volumes, but this great tool also automatically organizes the information so you can easily understand the data that is being provided.
If you’re like me, finding the best keywords possible is the goal. If you feel like you’re just not getting the results you crave, I suggest adding the Bing Ad Intelligence tool to your keyword research arsenal. You won’t be disappointed.
adCenter recently changed the way you locate and manage editorial disapprovals in the UI in order to make it easier to find and take action. Unfortunately, while they were attempting to make it easier, it’s actually made it harder or downright impossible for those that have large campaigns.
The concept is great: go to your Keywords or Ads tab, and create a filter for Delivery: Disapproved and voila! there are your disapproved keywords or ads. Unfortunately, the system restricts the number of keywords that can be shown on the Keyword tab. If you’re over the limit, the system gives you no results and requires you to pick an AdGroup. The disapproval emails we get don’t tell you the AdGroup. The Alerts in the UI don’t tell you the AdGroup. I have campaigns with 500 or 1000 AdGroups – I have to manually go through each and every AdGroup to try to find which one has disapproved keywords.
The whole limiting the number of keywords on the keywords tab has been something that’s been an issue for months anyway. It’s exasperating to me that they made the change to show all Keywords in a Campaign, but only if you have small campaigns. And now the new “improved” way of finding disapproved keywords but limiting how you see them just adds insult to injury.
My plea to the adCenter Engineers: Take the limit off the number of keywords that can be shown in the Keyword tab and it solves the problem. We can see all our keywords AND we can find keywords that are disapproved in our campaigns. And we won’t have to bother our account reps for help every time we have keywords disapproved – a win/win/win for everyone!
On June 12, 2012 JumpFly was invited to participate in Chicago’s first Yahoo! Search & Bing Advertiser Forum and I was lucky enough to be able to venture downtown to participate.
This was an amazing event that allowed attendees to not only get a sneak peek into planned enhancements, but to also provide valuable feedback to the development teams about how the products are used daily in our paid search centered lives.
Since the Search Alliance was formed between Yahoo! and Microsoft in early 2010, we have seen tremendous growth and success for our clients advertising on these platforms. However, when the systems and support staff of two major companies merge, there are bound to be some hiccups and growing pains. Thankfully both Yahoo! and Microsoft are fully committed to providing the best experience for agencies, direct advertisers and people doing the searching. This commitment was solidified by the extremely in-depth, Yahoo and Microsoft moderated, roundtable discussion period. During this time, three of the eight people at our table were representatives of the Search Alliance, with one being a dedicated note-taker for the group.
Within the roundtable discussion, we were encouraged to provide as much positive and negative feedback as possible. It was extremely refreshing to have the captive ear of people who could actually do something with our gripes and suggestions. Our table definitely gave our moderators what they were looking for, and then some. There was some great feedback provided to the Search Alliance that I am confident will be taken back to their Product Managers, Engineers and Directors.
Not only did we provide valuable product input, we were also informed about enhancements that will be coming with future updates to the AdCenter platform and the programming that takes place behind the scenes. These enhancements will help JumpFly manage paid search accounts in Yahoo! and Bing more efficiently and effectively. **Spoiler Alert: There will be an MCC-type management platform coming soon and they are diligently working on increased data transparency and improved API functionality. We also learned about the MAI (Microsoft Advertising Intelligence) Tool. This is a powerful Excel extension for effective keyword research using Yahoo! and Bing data as opposed to Google’s Keyword Tool. If you are advertising on the Search Alliance network and haven’t used this little gem, I strongly suggest giving it a whirl. I know you will be happy with the quality of keywords it provides.
Another new feature we were given a sneak peek of is Yahoo Axis – the new search-oriented browser add-on and iOS app. With the browser version of Axis, when a user types in a search query they aren’t taken to a traditional SERP page, but rather a social portal that shows them whether their Twitter followers and/or Facebook friends are talking about what they need to know about. If you have an iOS device, the experience is even cooler. You can browse on your desktop, save your results and pick up right where you left off on your iPhone and/or iPad. Very cool social search smashup that doesn’t have ads yet, but has the potential to be a great enhancement for paid search opportunities in the not so distant future. Take a look at Axis, give it a whirl and see if your friends are talking about what interests you.
In conclusion, the Yahoo! and Bing Search Alliance is bringing us some pretty amazing innovations in the next few quarters. I am truly excited to see how they implement the changes that were suggested at the Advertiser Forum.