<< by Tad Miller on June 2nd, 2009
MSN has always delivered a fraction of traffic for our PPC advertiser clients, but often times that little slice of traffic is the highest converting PPC traffic we get. So I was interested in what MSN’s new Bing would do differently than the old Live.com or MSN.com did.
As I played on it yesterday one thing became very apparent very quickly with Bing. No PPC ads were showing, and the few ads I did get to show up were only showing up with one or two advertisers on the page. Even highly searched terms like “iPod accessories”, “Payday Loans”, “compact cars” or even “airplane tickets” didn’t show a single PPC ad.
As an advertiser on MSN Adcenter I am not pleased. We did some digging and got this information back from MSN:
- If the organic listings are notably more relevant than the paid listings, then no ads will show.
- Paid listings must meet a minimum CTR threshold of .08% to be considered relevant enough to show. This means fewer ads, but also less competition.
- If one organic listing is notably the most relevant of all listings (for example when searching for a specific company), then sometimes that organic listing will show as the “best match” with links below it to the most requested pages on the site.