14 DAY TRIAL // Microsoft has streamlined the migration of Google adWords campaigns to its own adCenter with the latest version of the adCenter Desktop client.
Version 8.1 of the Microsoft adCenter Desktop is now available for download, featuring the new Import Campaigns Beta.
The official label of the feature is rather self-explanatory, but just so that there’s no confusion, Import Campaigns can be leveraged by customers currently using non-adCenter platforms to port their advertising campaigns to Microsoft’s service.
adCenter Desktop 8.1 Import Campaigns Beta is designed to play nice not only with Google adWords, but also with Yahoo!, and even with Excel documents.
Import Campaigns “will enable advertisers to more easily migrate (or port) their own search campaign data from Google adWords directly into adCenter, so they are able to keep their campaigns synchronized with less effort,” revealed Brian Utter - senior director of Global Product Management, Search Business Group.
“We don’t expect this feature to be the solution to relieve every hurdle advertisers face when running campaigns on multiple platforms with different search engines. But this is an important step forward and during the beta we will be listening to customers, compiling input, and making improvements and adjustments every step of the way.”
The adCenter Desktop upgrade has been introduced simultaneously with the November 2011 Microsoft Advertising adCenter update.
Advertisers that have been using adCenter will notice for example that the software giant redesigned the graphical user interface, as well as additional improvements, among which:
“Increased filtering precision for more control to help improve your performance - In addition to phrase match negatives, you’ll be able to filter low-value queries by applying exact match negative terms. Exact match terms will now be able to be imported from other search advertising platforms,” revealed Microsoft’s Tina Kelleher.
“Better performance reporting to help you manage and optimize your search campaigns - Understand your missed impressions, and more effectively prioritize your optimization efforts, with new data available including overall impression share and impression share lost to budge, rank and relevance. Plus, an improvement to opportunities tab now provides a bid suggestions feature!”