Microsoft adCenter Upgrades, Promises More to Come
ADOTAS – The big news from the latest Yahoo’s walk of shame — I mean, earnings report — was that display sales growth, typically a Yahoo! stronghold, had slipped from 10% to 5% between the first and second quarters. Much of this was due to display revenue taking a dive in the U.S. thanks to a sales team shakeup.
The less surprising news was that the search partnership with Microsoft’s Bing is still not paying massive dividends — while search revenue fell 19% during the first quarter from $440 million to $357 million, it was back up to $371 million in second quarter, still a decline of 5% year over year. Unimpressive revenue per search is seen at the heart of the matter — it seems Microsoft adCenter, which operates the paid search machinery, is having difficulty dealing with the amount of traffic.
On Thursday, the company announced it was introducing updates to its broad and phrase matching features.
“The goal of this enhancement is to deliver higher-performing and more relevant impressions and clicks to advertisers invested in those match types,” wrote Ricky Poole, Microsoft Advertising Community Specialist on the ad division’s blog. “We suggest that you monitor your budgets to ensure your account is prepared to take on additional traffic. You’ll also want to monitor bids to ensure you’re able to compete effectively for any additional clicks and impressions.”
But there’s more: David Pann, general manager for adCenter and search networks, tells MediaPost that Microsoft will be introducing a new user interface as well as reporting features between now and November. In addition, he promised targeting controls and core algorithms upgrades for improved matching.
The slow rollout means we’re unlikely to see a change in Yahoo’s third-quarter earnings (it would be difficult to tell any improvement in Microsoft’s earnings since its online division continues hemorrhaging cash), but do these seem like the right steps to improve Binghoo’s revenue per search?
Reader Comments.
Leave a Comment
Article Sponsor
More News
- Sense Networks Releases New Predictive Mobile Ad Targeting Services
- Marketo Takes Marketing Automation to Social Media
- Adap.tv Announces Video App Center, Multiple Tech Solutions Under One Roof
- AdTruth Assembles Industry Leaders in Gambit for a “Mobile Universal Identifier”
- Adobe Announces “Simulcast” Solution to Make Cross-Device Viewing More Like TV
-
Loading ...
Latest News
- Sense Networks Releases New Predictive Mobile Ad Targeting Services May 23rd 2012 ADOTAS – Mobile location data/services provider Sense Networks announced today a [...] more »
- Marketo Takes Marketing Automation to Social Media May 23rd 2012 ADOTAS – At a point when Facebook’s flop of an [...] more »
- Adap.tv Announces Video App Center, Multiple Tech Solutions Under One Roof May 23rd 2012 ADOTAS – Today, video advertising platform and marketplace provider Adap.tv unveiled its [...] more »
- AdTruth Assembles Industry Leaders in Gambit for a “Mobile Universal Identifier” May 22nd 2012 ADOTAS - Device recognition service AdTruth (a division of fraud [...] more »
- Adobe Announces “Simulcast” Solution to Make Cross-Device Viewing More Like TV May 22nd 2012 ADOTAS - Today, Adobe released an updated version of its [...] more »
- Two Reports: Photo/Video Is the Fastest-Growing App Category May 22nd 2012 DM CONFIDENTIAL – According to recent numbers released by Flurry, [...] more »
- Facebook’s IPO: You Knew It Was Coming May 18th 2012 ADOTAS - It’s been a day of superlatives, as the [...] more »
Features
- Infographic:”The Social Sharing Button Playground” May 23rd 2012
- How The New “Call Spammer” Spends Your Mobile Click-to-Call Budgets May 23rd 2012
- Infographic: Where to Sell Online (A Flow Chart) May 22nd 2012
- How Online Measurement Is Transforming the Traditional Ad World May 22nd 2012
- Infographic: The ROI of Tag Management May 21st 2012
Spotlight
Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...
Reader Favorites
Classifieds
- Business Director-IEB-Microsoft Studios (792444)
- Marketing Communications Manager, Senior-IEB-TV &
- Senior Industry Marketing Manager - Media and Ente
- MARKETING DIRECTOR (medical software company)
- Senior Product Marketing Manager
Recent Comments
- How The New “Call Spammer” Spends Your Mobile Click-to-Call Budgets: [...] benign “pocket dial” or “accidental call,” call spammers explain why click-to-call ads can receive as
- The motivations behind gamification: Tapping into psychology | e6be marketing: [...] (http://www.adotas.com/2012/05/starting-simple-with-gamification/) (http://www.informationweek.com/thebrainyard/news/social_networking_private_platforms/231900162) [...]
- David: Photo sharing and video sharing apps are growing at an exponential pace. This is but
- Afternoon Announcements: Seven Essential Email Marketing Tips, How Engagement Can Measure Customer Sentiment & Lessons in Content Strategy From Children's Books | Duncan/Day Advertising: [...] How Much is a Facebook Follower Worth? [Ragan's] How Engagement Can Measure Sentiment &
