While Microsoft's search engines typically deliver "excellent ROI on PPC," they have suffered from low traffic volumes. So, Melissa Mackey tries to answer whether the "decision engine" can produce
more traffic from PPC ads for those using adCenter for Bing. She also provides insight on several new adCenter upgrades.
For instance, Mackey writes that advertisers can now use Desktop to
add or edit targeting settings such as geo-targeting, day-parting, and bid boosting--features that AdWords Editor currently lacks. A little skeptical on Microsoft's upgrades and rebranding strategy,
Mackey plans to take a wait-and-see approach before placing too many clients in adCenter. For now, she notes, traffic is too low and both the online interface and the Desktop tool were painful to use.
Read the whole story at Search Engine Watch »