Microsoft Introduces AdCenter to UK
Microsoft’s paid-search platform, AdCenter, is set to be released in the UK. According to today’s NMA report, all paid-search traffic on MSN Search and Windows Live search will be served by AdCenter as of tomorrow. The service has been tested in the UK since June and was launched in the US in May.
Key features on the AdCenter platform include a keyword suggestion tool to recommend keywords for advertiser campaigns based on previous MSN searches, a site analyzer, which suggests keywords based on a site’s content, and a cost estimator to help advertisers stay within budget. It also offers an audience profiler that provides advertisers with profiles of users who have searched previously on specific keywords.
“We expect Microsoft AdCenter to shake up the UK search advertising market as people now have a third option from a major online power,” said Sharon Baylay, GM of Microsoft Online Services Group, in reference to competitors Google and Yahoo. “By offering access to improved audience intelligence and generating increased conversion rates, we expect AdCenter to deliver a higher return on investment to our search advertisers.
Over time, the platform will be extended to other Microsoft properties like Xbox Live and Office Live.
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