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Search Advertising with the new Microsoft adCenter

With the launch of the popular web service AdWords from Google Inc, it seemed that Google had monopolized the online advertisement management scenario on the internet. However, arch rival Microsoft was not the one to be left behind. Microsoft has recently launched the adCenter service, with similar features to those of Google AdWords and have bounced right back into competition.

The Microsoft adCenter service allows business organizations to manage all their online advertisements as well as their content, form one unified environment. Users can sign up for the service for just $5 and can get started. All they need to do is specify the target audience/market and specify the budget. Microsoft prefers to call this concept, “search advertising”. You need to pay only when a user clicks on your ad while surfing and cost-per-click (CPC) bids start as low as $0.5/click. The Microsoft adCenter service determines how frequently an advertisement is shown by using two similar concepts as used in Google AdWords, pay-per-click (PPC) and click through rate (CTR). Potential advertisers are encouraged by the service to advertise only on searches and write effective advertisements. The Microsoft adCenter allows advertisers to run their ads on specific days of the week. The advertisers also have the option to specify the time of the day during which the ad should run. This intuitive feature ensures that using the Microsoft adCenter service is not only economic but also cost-effective.

The Microsoft adCenter permits the advertisers to target their ads to a given set of demographics. When a user of a certain demographic views the ad, the bid associated with that ad is increased.

The front end provided to the advertisers by Microsoft adCenter is both UI and Web service API based. With the advent of the adCenter service from Microsoft, the Google vs. Microsoft rivalry thus continues and as a matter of fact is good for the end-users.

Competition breeds better products and services.

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1 Responses »

  1. Good writing. Keep up the good work. I just added your RSS feed my Google News Reader..

    Matt Hanson

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