Microsoft Improves Monthly Budgeting in adCenter

Microsoft has tweaked the monthly budgeting settings in adCenter to spread a campaign's impressions more evenly across a month. It uses a metric it calls Average Participation Rate (Average PR) to rate how likely it is for an ad to be displayed during the month, which tells the system whether to show the ad or hold off for the next occurrence of the keyword. When a marketer's budget begins to be exceeded, the system will stop showing the ads, to ensure ads are evenly distributed throughout the month.

To prevent adCenter from slowing down exposures, advertisers can either up their spending level or change campaign settings to set the budget to "Spend until depleted," which will use up the monthly budget as activity demands.

About the author

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.