One of the running jokes around the office here at JumpFly concerns MSN and their PPC platform. When MSN PPC is mentioned aloud, the inevitable astonished question arises – “MSN has a search engine?” That always gets a few chuckles.
Yes, MSN does indeed have a search engine. I’ll be the first to admit that the volume isn’t huge and the management interface for their PPC platform can be quite tedious to work with, but it can deliver some incremental traffic for your business.
One valuable change they just made in the Microsft Avertising adCenter is that they now allow you to pause keywords or ad copy (learn how here). Prior to this change, you had to actually delete keywords or ads to stop them from running. This made it difficult to keep track of which keywords or ads you had tried that were not working as well as you had hoped they would. Before this change, you had to go in and delete the keyword itself instead of just pausing it. This would also remove any history that the keyword might have had in the account from the keyword tab screen.
The biggest advantage of all this is just the increased flexibility you now have in how you can manage your keywords and ads in adCenter. To me, that’s the best part about this. Sure, you will always be deleting keywords and ads that you don’t want, but it’s nice to have the flexibility to pause keywords or ads that are seasonal or might see the light of day in the future. You might run a new sale perhaps, or revise a landing page to make it a stronger converter. Again, it’s just nice to have more flexibility in your PPC advertising strategies than to always have to use the final axe chop.
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