Good news for Search Engine Marketers: Microsoft adCenter has made improvements throughout its platform to improve advertiser efficiency. Some of the new adCenter features are:
– Location targeting to mirror that of Google AdWords.
The “market” distribution channel will no longer be available as a targeting option and it will be replaced by “language” and “target location” as individual targeting options. Advertisers will now be able to target users physically located in their target area or who include location keywords within their search query. Location options will include all countries that speak the languages selected, groups of certain countries, a single country, a single state or a territory or a single city.
Microsoft says that roll-out of the new location targeting is in progress in the U.S., U.K. and France and it will be available to all users in a few months.
– Ad description lengths increased to 71 characters.
Previously the maximum character length of text ad descriptions was 70. Earlier this month, Microsoft increased the character limit to make it easier for advertisers to import ads from AdWords to adCenter in order to account for the extra punctuation.
– Mobile device targeting now available.
Advertisers are now able to choose which devices they would like to target for their ads and can create separate campaigns to target desktops and laptops versus mobile devices, allowing advertisers to further optimize their campaigns.
– Browser compatibility with Safari and Chrome and mobile devices.
adCenter released browser compatibility with Safari and Chrome as well as new mobile device support for iPad and other devices. The new release increases the ease of access of the advertising platform from a wider variety of browsers and devices.
All of these new modifications to its advertising platform show that Microsoft is listening to its users and taking the necessary steps to improve its usability.