Reality Check: adCenter is NOT a Second Tier Engine

Microsoft Advertising LogoI’ll keep this column short and sweet. Online marketers, I’m mad at you.

Every day, I speak to some of you and we discuss your challenges around performance media, namely, what should be done to improve campaign performance. About half of you are guilty of seriously pathetic laziness. You know it. And now, it’s catching up with you and you’re paying the price.

I’m talking, of course, about your obsession with using only Google AdWords and leaving adCenter aside because “it’s too complicated” and “it’s a small audience.”


How much time and energy do you spend trying to gain a fraction of a percentage point improvement from your AdWords account every month? How long do you think you can keep this up? This is crazy. 

AdCenter isn’t that complicated, and the audience is definitely not small. Which leads me to think that in 2011, adCenter is the number one optimization strategy for Google adWords.

Are your Google AdWords campaigns so mature that you have a hard time making any significant improvements anymore?

Here’s what I want you to do – take your best performing ad groups from AdWords and spend half a day replicating them into adCenter. Most likely, you’ll see the most significant lift you have ever had from any optimization technique you’ve ever implemented.

Sure, adCenter is different from AdWords. And yes, it is a smaller audience. But your job is to improve results, and this is the fastest most surefire way to make that happen. 

On adCenter, competition isn’t as fierce as it is on Google. You reach all of Yahoo’s and Bing’s audience with one platform. And our observations show improved Yahoo campaign performance after the migration to the Search Alliance platform, adCenter.

Stop procrastinating, if there is one thing you should do this week for all your accounts, it’s to start making the move to adCenter. It’s well worth it. Trust me.

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