The Performance Improvement program is a free program designed for advertisers in the US and Canada looking to optimize their search advertising with Microsoft adCenter. This program best services advertisers who have completed the
QuickLaunch service. If you have not been through the QuickLaunch service and are interested in this opportunity, you can sign up for the program with our
interest form.
The resources below are designed to best assist those who have gone through the adCenter Performance Improvement program.
Create Compelling Ad Copy
- Keep copy relevant. One way to improve relevance is to use your customers' most popular search query keywords in your ad titles and text.
- Describe what sets your product apart. Why do customers buy your product? Does it solve a problem? Does it help save time or money? Or, does it have unique features or qualities? For example, if your product is available in more color choices than a competitor can offer, you should consider mentioning color choices in your ad.
- Use your customers' language. Research the age group and gender of your typical audience, and then use that knowledge to write your ad. Use words and writing tone that would likely attract your typical customer.
- Address your customers directly. Use the words "you" or "your" in your ad to make it more personal.
- Get more tips on creating compelling copy.
Create Additional Ads for Your Campaign
Each ad group can contain up to 20 ads. Microsoft adCenter rotates through the ads in an ad group and, over time, will automatically display the better performing ads more frequently. Experimenting with different ad titles and text can help you identify the words or phrases that perform better with your target audience. After you've learned which of your ads are the least effective, consider deleting them from the ad group.
Use Dynamic Ad Text
Use dynamic text to change many ads simultaneously. You can use placeholder (param2 and param3) variables to change multiple ads at once. Placeholders can save you time if you want to update numerous ads throughout your campaign.
Use this tutorial to learn more.
Learn More About Researching Keywords
Microsoft adCenter offers built-in tools that can help you conduct keyword research and build a more effective keyword list. Use the keyword research tools to begin learning the answers to the following questions:
- Which keywords are people most likely to use when they search for your product or service?
- Which keyword alternatives might help drive more traffic to your web site?
- How many people recently used your keywords as search queries?
- What are the demographic characteristics of the audience that used those keywords?
- How can you target that audience and get the most from your campaign spend?
You can find the keyword research tools by clicking the Research tab or by clicking the Campaigns tab in adCenter, and then continuing to the Keywords page.
