Microsoft Content Ads Beta, available in the U.S., places content-targeted advertisements on relevant web pages across the Microsoft network and partner sites including WSJ.com, Barrons.com, FOX Sports, MSN Entertainment, MensHealth.com, RunnersWorld.com, and more. Participating in Content Ads could increase your adCenter impressions and clicks; here are some best practices to make the most of your Content Ads campaigns.
1. Customize your ad copy for contextual advertising
Keep in mind users will not be typing in search queries when they see contextual advertising, so some of the benefits with dynamic text insertion will not apply. Try having fixed ad copy, or using something less customized for your ads for content. The consumer may not be as far along in the buying process so it is important to also use competitive differentiation and be as persuasive as possible. Remember you are competing for user attention in the content space amongst articles, navigation elements, display and banner ads. So be compelling!
2. Use high volume keywords
Generate impressions by using high volume terms. Contextual advertising matches keywords with topics of articles, so you typically won't find many misspellings, improper grammar, or arcane word combinations. So, if you are advertising products in the education vertical, you might use words like "school", "education", "learning", etc.
3. Apply and test targeting
Microsoft Content Ads offer all of the same targeting options as search, but traffic levels can become much lower with the use of targeting offerings in content. We recommend performing controlled tests to identify how various targeting options work for your business.
4. Separate search from content
Since potential customers are in a different frame of mind when browsing content, try content-only campaigns that mirror search's structure. To maximize the performance of your new campaigns – consider moving keywords over in smaller groups beginning with your top performers – rather than in large lists.
Also consider separating content URLs from search URLs. This will allow you to track results for each area of advertising. Once you are able to see the difference in performance, you might also want to modify your landing pages.
5. Create custom reports
It is important to measure the success of your ad groups on a consistent basis, such as on a monthly timeframe. This includes monitoring performance both at the ad group level and at the keyword level so you can look for gaps using the most frequently appearing content terms list and build on success. The Report Center in adCenter allows you to customize a report specific for Content Ads, and have it automatically emailed to you on a regular basis.
If you have any questions or comments, please let us know in the adCenter Forum.