Your Microsoft adCenter account contains information about your online advertising campaigns, including the associated ads and keywords. An account lets you manage multiple campaigns and billing information. Usually, larger organizations will need more than one account, while smaller businesses or individuals will need only one.
Each customer can have one or more accounts, which are organized as follows:
- Each account contains one or more campaigns.
- Each campaign contains one or more ad groups.
- Each ad group contains one or more advertisements and the keywords associated with those ads.
After you create an account and are ready to start advertising, you can create a campaign. A campaign is a set of one or more ad groups that share one budget and time zone. You can also import campaigns from other advertising programs.
After you create a campaign, you will need to assign at least one ad group to it. An ad group is a grouping of individual advertisements. Because an ad group must be linked to a campaign, you'll either create a new ad group as part of a new campaign, or you'll create a new ad group within an existing campaign. Separate ad groups within a campaign help to distinguish ads in meaningful ways.
A Microsoft adCenter ad is an individual online advertisement displayed to a potential customer. An ad group comprises one or more ads and keywords, and a campaign comprises one or more ad groups.
An ad consists of four parts:
- Ad title: 25 characters
- Ad text: 70 characters
- Display URL: 35 characters
- Destination URL: 1,022 characters
The character limits listed above include spaces and any default dynamic text. For destination URLs, the limits include "http://" (seven characters) or "https://" (eight characters). The combined ad title and ad text must be at least six words long.
You can improve the effectiveness of your ads by increasing their relevance and writing highly targeted copy.
