AdCenter Traffic ‘To Grow in Importance for Paid Search Campaigns’

by Mike Essex on 19th October 2010

Paid search campaigns are going to have to give more attention to optimising their results for Microsoft AdCenter as a result of the forthcoming search alliance changes between Bing and Yahoo!.

It is expected that AdCenter servers used by Bing will be powering results for Yahoo! within the next fortnight, which Search Engine Land columnist Matt Van Wagner said will mean considerable changes for the management of pay per click services.

He said that it will become far more important to optimise for AdCenter, as it is likely to build considerably on its current search traffic levels of less than ten per cent for average businesses.

"Now that upwards of 30 per cent of your traffic will flow through AdCenter, you really need to understand it as well as you understand AdWords," said Mr Van Wagner.

Microsoft has recently updated its AdCenter conversion tracking service so it can give greater insights into the effectiveness of paid search campaigns.