Microsoft AdCenter...Are They Surrendering To Adwords?
Hey gang,
So as the title suggests I've been using microsoft adcenter and I definitely hate it but I'm also a little bit fascinated by how lacking the data is and how non-user friendly the interface is.
Let me explain...
Everyone here who uses Adwords knows what an incredible tool it is. The interface, both the desktop and web version, work great and you are provided with more data than you know what to do with. Together, this means a PPC manager like myself can quickly identify problems and take action.
In contrast, Adword's primary competitor Microsoft Adcenter, has an interface, both on the desktop and on the web, that is not easy to use and they definitely do not provide you with all of the data you need to quickly identify problems and take action.
Let me give you an example:
In Adwords, I can test multiple ad copies and after I get enough clicks I can look at the CTR, CPC, CR, and conversion value for each ad and then make a decision on which ads to pause and which ones to improve.
In adcenter, I can test multiple ad copies but I'm only given the CTR, CPC, and CR but not the conversion value for each ad (although you can obtain the total conversion value of an entire adgroup in a report that can only be obtained from the web interface). The conversion value for each ad is a critical piece of data for a PPC manager and without it I basically I have to guess what is the most profitable ad.
And then of course there are the usability problems with the interface itself which are too numerous to mention.
Anyway, what fascinates me is how Bing & Yahoo are getting killed by Google year after year and rather than adapt and improve on what Google is doing right they insist on shooting themselves in the foot and alienating many would be advertisers.
I guess what I want to know is how a company like Microsoft, who certainly have the talent and smarts to compete with Google in the search marketing arena, is stubbornly refusing to do so.
What are your thoughts???
So as the title suggests I've been using microsoft adcenter and I definitely hate it but I'm also a little bit fascinated by how lacking the data is and how non-user friendly the interface is.
Let me explain...
Everyone here who uses Adwords knows what an incredible tool it is. The interface, both the desktop and web version, work great and you are provided with more data than you know what to do with. Together, this means a PPC manager like myself can quickly identify problems and take action.
In contrast, Adword's primary competitor Microsoft Adcenter, has an interface, both on the desktop and on the web, that is not easy to use and they definitely do not provide you with all of the data you need to quickly identify problems and take action.
Let me give you an example:
In Adwords, I can test multiple ad copies and after I get enough clicks I can look at the CTR, CPC, CR, and conversion value for each ad and then make a decision on which ads to pause and which ones to improve.
In adcenter, I can test multiple ad copies but I'm only given the CTR, CPC, and CR but not the conversion value for each ad (although you can obtain the total conversion value of an entire adgroup in a report that can only be obtained from the web interface). The conversion value for each ad is a critical piece of data for a PPC manager and without it I basically I have to guess what is the most profitable ad.
And then of course there are the usability problems with the interface itself which are too numerous to mention.
Anyway, what fascinates me is how Bing & Yahoo are getting killed by Google year after year and rather than adapt and improve on what Google is doing right they insist on shooting themselves in the foot and alienating many would be advertisers.
I guess what I want to know is how a company like Microsoft, who certainly have the talent and smarts to compete with Google in the search marketing arena, is stubbornly refusing to do so.
What are your thoughts???
A-1 Survival