<< by on August 31st, 2011
East Coasters — how many of you were prepared for the earthquake last week? Probably caught you off guard, didn’t it? Luckily, there wasn’t much damage, but still probably left you with an uneasy feeling, a little like the situation was out of your control. It’s much easier to prepare and maintain control of a situation when you know it’s coming, and know what to expect. Knowing what’s coming for Microsoft adCenter, you can start preparing your accounts for these changes.
Microsoft’s definition of relevancy. Microsoft Advertising’s Editorial Guidelines now include an edited overall definition of relevancy, and tighter standards of the definition of relevancy for certain queries.
“Please note: extremely popular or trending queries may be subject to a higher standard of relevancy and ads must fully align with the primary user intent of the keywords/queries to participate.” — Microsoft Advertising Relevance and Quality Editorial Guidelines
The section around Landing Page and Site Quality has also been revised to prevent landing pages that primarily focus on displaying advertising, or redirect to other businesses without adding significant value. One revised portion of this section is provided below.
“Sites or landing pages may be considered low quality content if they: … Employ marketing tactics that might be considered evasive, overly sensational or potentially confusing.” — Microsoft Advertising Relevance and Quality Editorial Guidelines
How they will affect you:
If your keywords, ads and landing pages don’t align with the updated Relevance and Quality Editorial Guidelines, you may see a decrease in traffic resulting from your adCenter efforts. You’re ads could be less prominent than you’ve seen in the past, and could possibly be excluded from the Marketplace altogether. If you abide by the updated rules/guidelines, you shouldn’t see much of a change. Keep in mind, these changes occur today (8/31/2011) but likely won’t be enforced until the next week or two, giving advertisers a chance to prepare accordingly.
How you should prepare:
If you haven’t put a lot of thought into your landing pages, you should start doing some serious thinking. There may be aspects of your current strategy that prevent your ads from showing. Even if your landing pages are aligned with all of the strengthened guidelines, if you submit large numbers of irrelevant keywords, your site may be excluded from the Marketplace. Read up on the revisions and the grounds for Marketplace exclusion and start combing through your adCenter account as soon as you can.
For more information: