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  • Question

  • Hi

    At me such question. Earlier my advertising company was visible in search results on that position which I specified in price bid. Now my advertising company very seldom appears in search results, appears and disappears, then through the big period of time again appears. The budget of month big. Who knows why?

    Friday, July 13, 2007 4:25 PM

All replies

  • Budget.


    What your definition of "big" doesn't usually match up with MSFT's. Remember, you set a monthly budget in Microsoft. You then have to backtrack and divide that by 30 days.......and furthermore, divide that by 24 hours. So while you might have a 'big' budget, it doesn't guarantee your ad will be on 24 hours a day.

    Tuesday, July 17, 2007 2:09 PM
  • If your Ad is appearing and disappearing, perhaps the following

    Ad performance tips can assist:


    Prorating is a temporary Ad performance consideration in relation to the

    budget. During the first month of campaign creation the budget

    (IE: $100) is what it appears to be (it's $100 to be "spread across

    the month" or $100 "spend until depleted"), though only when the

    campaign is created on the first day of the month. If the campaign is

    created on the 15th, then the $100 appears to adCenter software

    as $50 and your $0.75 bid is walking a tightrope, don't be surprised if

    the campaign/s goes into budget pause. What if you create a campaign

    on the 27th of the month?


    Solution: You can temporarily set the budget to "spend until depleted" and

    the budget will recalculate a daily spend every midnight based

    on your origional $100, as though we are spreading across the

    remainder of the month. Or you can increase your budget such

    that it works-around the temporary prorating, this allows you to set

    budget to "spread across the month", then reset your budget to $100

    on the first day of the new month. This phenomena only occurs during the

    first month of campaign creation, so a rule of thumb could be to

    double or triple your budget (keeping an eye on spend) and let it

    run until the first of the new month, then reduce the budget to your

    origional intent, the budget runs as usual. 


    Participation Rate. The budget summary report has a "participation rate"

    column. It will provide "% of serves per searches" based on the

    budget in relation to other factors: bid amount, # of adgroups,

    and possibly # of keywords (if you have 100's/1000's).  Try

    running a budget summary report for the past 7 days.

    If the participation rate is lower than 90%, you may want to

    increase your budget, if it's 50%...your Ads are serving

    1/2 the time...and you know to increase the budget to double.


    Relevance is important to the position an ad serves but isn't as

    dramatic over time as participation rate. If the keyword is in the copy

    of the Ad and the landing pages have relevant content, the Ad will

    serve in a higher position...but not to appear and disappear as the

    above participation rate would cause. CTR history plays a role on

    performance/position similar to relevance. If you had numerous non-performing

    keywords in an Adgroup over the course of a month or greater; Ad position

    will drop slightly. Solution. CTR (click through rate) history can be reset by changing

    an Ad slightly and re-submitting. Isolate non-performing keywords in a

    seperate adgroup; since they may be searched at some time, especially

    your Model #'s and SKU's. 


    Quality. Here's the latest, if the quality ranking algorithm determines the

    searcher is not arriving to thier relevant product or service via your

    Keywords>Ads>Landing pages with reasonable effort (based on

    published adCenter guidelines)...it may halt all campaign efforts in an

    account, at any time; only to be considered for re-activation once changes

    are made to the elements in question. Senarios halted: Ads directing searchers

    to alternate search engines and/or a page of links that doesn't include

    good relevant copy, or being drawn into a free offer that requires 2-3

    steps to recieve something that is stated in terms and conditions (having to

    pay for something to recieve something free needs to be clearly stated upfront),

    and advertisments using copious amounts of keywords (100pages worth) 

    that are irrelevant. If a searcher is wanting to shop for and buy...running shoes,

    why shouldn't she/he have a good shopping experience?


    Ad position will vary (after considering participation rate, prorating and

    quality algorithm) to different positions on one or two pages depending

    where it is origionally positioned via bid etc, it could be low on one page or go

    high on another, but should typically vary one or a few positions

    per search or your refreshing. Experimenting with bids on high performing keywords

    (IE: "web hosting", "insurance") and searching for Ad position, goes a long way

    to understanding position behavior. Note, SEO's sometimes use automated bidding

    software to compete for position at different times of the day; this can account

    for other Ad position variances.


    May seem like a lot to digest for managing a campaign, though for most

    advertisers it's a matter of basic setup and administration. Keeping in mind 

    MSN Sponsored Links have the "Higher Conversion Rate" when comparing 

    to other search engines. Also, with thier recent purchase of aQuantive also

    DeepMetrix, the future quality, performance, precision and profitability on

    adCenter and MSN can only get great!


    Hope this helps.




    Notes from adCenter Blog:

    Although results may vary for individual advertisers, several independent third party analyses have shown that Microsoft adCenter produces good conversion rates in comparison to the other major search engines. These studies don’t mean that advertisers will always see better results on Microsoft, nor that advertisers will never encounter traffic quality problems and will need to report them. However, these studies should be taken as evidence that Microsoft has a high quality network and is working hard to maintain high standards of traffic quality:

    - WebsideStory (US, Feb. 2006, www|websidestory|com) reported that MSN Search* commanded a 6.03% conversion rate, higher than the conversion rates of Yahoo! (4.07%) and Google (3.83%).
    - Atlas Quality of Click Study (UK, 2007) found that conversion rates from Live Search were, on average, 35% higher than those of the other engines.
    - Online Shopper Profile (France, 2007) found that although customers coming from Live Search made up 6% of searches, they accounted for 11% of conversions.
    - Nielsen NetRatings (UK, June 2006 and Feb. 2007) found that referred Live Search users spent 27% more time on-site than those of the other engines.
    - Compete (US, Compete Quarterly Conversion Benchmarking Study, Q4 2006, Compete, Inc.) found that Live Search converted at a higher rate than did Google across all vertical industries reviewed, including B2B (1.6% vs. 0.5%), Travel (1.9% vs. 1.7%), Consumer electronics (1.3% vs. 1.1%), and Retail (2.6% vs. 2.3%).
    - Nielsen NetRatings (US, Dec. 2005) reported in a study of the travel industry that $1 spent on MSN Search* drives $37 payback, compared to $21 payback on Yahoo! and $22 payback on Google. 







    Friday, July 20, 2007 5:15 PM
  • FYI - Pro-rating doesn't just happen in your first month . It also happens if you change budgets at any point after the 1st of the month.  This is because of MSFT's insistence of using a monthly budget rather than a daily budget.


    Wednesday, July 25, 2007 3:45 PM
  • FYi - after double-checking with colleagues, i beg to differ.

    Pro-rating only happens during the "first month". If you change the budget anytime after, 

    the budget re-calculates for a reasonable spread across the month.




    Friday, July 27, 2007 1:57 PM
  • According to my account team at MSN, which includes an Account Manager, Search Media Strategist and Search Media Analyst, if you change the budget after the 1st it prorates. If you change the budget on the 15th of the month the budget tool will only spend half. For instance, if you have $4000 to spend from 15th-30th, you should put the monthly budget at $8000 or higher "and keep an eye on it".


    PS...thanks for the tip on editing multiple bids

    Tuesday, July 31, 2007 6:02 PM
  • i agree, though my sources say prorating occurs only on "first month of campaign creation".


    Wednesday, August 1, 2007 1:21 PM
  • Hi,


       I need advise and not sure if this which is the right thread to go. I registered my campaign with MSN over 1 mth ago and until now my ads are still not running. I have checked and called MSN a few times to ask them about this and 1 st time they ask me to adjust my bid price. I have done so and Dave from customer service said 2 weeks ago that there shouldn't be anymore problem with my account and will refer to Business Developemt Team.


      Until now, there is no reply. I am at a lost and confused why is it taking so long. Can anyone help me?

    Appreciate this, thank u..  

    Thursday, August 2, 2007 9:27 AM

    Various reasons:

    1) Are your ads & keywords showing a status of Approved? If they're still "pending" editorial review, I'd say you have grounds for asking them to expedite the approval.

    2) Are your keywords good traffic-driving keywords that people actual search on?

    3) Ensure your campaign's budget is actually the monthly budget you want to spend and not the daily budget.




    Thursday, August 2, 2007 3:22 PM
  • Hi,

    Thanks. My answers to your questions:
    1) My ads & keywords are all approved status.
    2) I checked the keywords, there is a lot of ads for that keyword, somemore i use the same thing in google
    3) the monthly budget is correct, i even put double high for what is needed

    Actually, everything is same in google who approved my campaign within 1-2 days. Today, i just received an email from  their customer service repeating everything said last 2 weeks without even checking that i had made all the necessary changes that he mentioned. I am so frustrated (I had made two overseas call to their customer service and sent several emails but until now, not resolved).
    Do you know anyone there i can talk to directly?
    I hope someone will be able to help me with this Thank u

    Friday, August 3, 2007 7:35 AM
  • Hi angel2,

    I am sorry you're having issues with adCenter - if you please send me your account #, customer name, campaign name etc. I can try to help get this resolved.


    Do you have a support ticket # for the email you received from customer support? If so, please send that along too.


    Please email to blogadcr [at] microsoft.com.




    Friday, August 3, 2007 6:19 PM