Microsoft adCenter Tools Slowly Catching Up With Google

James Connell James Connell September 25, 2009 Category Paid Search (PPC)

As I noted in an earlier post, although Bing represented a big step forward for Microsoft in user experience, it was a step back for search advertisers in terms of amount of traffic sent to websites through paid clicks. Even more annoying: because Bing quickly stops serving ads for companies on whose ads a searcher doesn’t click, advertisers had difficulty assessing whether their ads were even running. Bing wouldn’t show advertisers their own ads (unless the advertisers cost themselves money by clicking on their own ads), so how could they know what the average searcher was seeing?

adCenter Ad Preview Tool – It Exists, But It’s Limited

Hiding inconspicuously on an account’s “Campaign” page, adCenter now features an Ad Preview Tool that enables advertisers to see a results page as it appears to a typical searcher, including all the ads that would appear to that searcher.  Unfortunately, that’s all it does.  Unlike Google’s tool, an advertiser can’t opt to see the ads showing to searchers in specific geographic regions.  Also, if an ad isn’t showing, the tool also doesn’t offer any explanation as to why.  Google’s Ad Preview Tool does, and that feature is a big plus, so we’re disappointed that Microsoft hasn’t emulated it yet.

Search Engine Marketers like Path Interactive have been nagging Microsoft for years about improving its toolset.  It’s nice to see some progress, but it’s essential that they move more quickly to catch up with Google.  Check back for more reports on their progress.

James Connell is Director of Search at Path Interactive

Contact Us Now!

  • This field is for validation purposes and should be left unchanged.

Most Recent

Landing Page Testing Tools to Boost Your Conversion Rates

By Ruben Quinones, Path Interactive July 30, 2020

With the unpredictability of this year so far, marketers have had to make some tough decisions on how […]

Read More

Video: 550 Winners & Losers – Google’s Latest Algorithm Update

By Melissa Hernandez, Path Interactive July 27, 2020

When Google unleashes core algorithm updates, it’s pretty simple: some sites win, some sites lose.In our latest […]

Read More

SEO Click-Through-Rates by SERP Feature (2020 Sistrix Data) & SEO Projections Template

By Paul VanHevel, Path Interactive July 14, 2020

Jump to CTR table: average of all SERPS | 10 organic results | sitelinks | featured snippet […]

Read More