About The Author

Matt Van Wagner is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization as a member and contributing courseware developer for the SEMPO Institute. Matt writes occasionally on internet, search engines and technology topics for IMedia, The NH Business Review and other publications.

No fluff - just the best news in paid search marketing every week.

  • http://www.facebook.com/profile.php?id=15907244 Kenny Red Leader Schmied

    Hi Matt - excellent way to bring some of us up to speed on these changes. One change I’m curious about that I can’t seem to find any more information on is adcenters implicit bidding. I know it’s been known as best practice for a while now to set broad match at .85 * exact match bid and phrase match as .75 * exact match bid (or some other similar formula depending on who you listen to). Adcenter used to work off of implicit bidding, meaning if you had a broad match bid of $4, it would assume a phrase and exact match of $4 as well for that keyword, making it more expensive for the search marketer since it becomes less likely for the exact match to actually capture the impression. I seem to remember reading something recently about how adcenter did away with their implicit bidding, but I can’t seem to dig it up. Do you happen to know anything about this topic? Thanks in advance!

  • http://twitter.com/mvanwagner Matt Van Wagner

    Hi Kenny, thanks for your comments.   
    This is a great question. Once you understand how implicit bidding works, the best practices come into better view, too.   I’d suggest the best resource ‘getting it’ on implcit bidding is here:

    The Effects of Not Bidding on a Match Type
    http://msdn.microsoft.com/en-US/library/bb414827(v=msads.70) 

    Once you read that carefully, I think you’ll have an ‘aha’ moment on why the best practices for setting bids are what they are.  The best practices, btw, recommend a starting point, not your final bidding tactics.  Your performance, by keyword, will dictate that. 
    Hope that helps.  

  • ArchanaP

    Does adcenter’s broad match modifier shows ads for misspellings like adwords?

  • http://twitter.com/mvanwagner Matt Van Wagner

    Hi ArchanaP

    Another very good question.  adCenter broad match modified keywords will match against misspellings, but not exactly like AdWords.

    Since adCenter normalizes search queries for common misspellings before it applies match type, any match type can match against a common misspelling.  I am going to double check that, and if it is still true, I’ll post an update to the cheat sheet  - a July 2012 edition.  

    Thank you for a very insightful question.  I’ll repost as soon as I verify this. 

  • Chris Oliver

    A great article many thanks. Many of our clients have resisted running ads on Bing and Yahoo in the past due to time management issues. Now with everything running via adCenter there’s no excuse. The reference tables are very useful.

    One question what about negative broad match modifier ? 

  • http://twitter.com/mvanwagner Matt Van Wagner

    Hi Chris,
    Thank you – I agree with you.  Moving to parity with AdWords makes things so much easier.

    I am not aware of a negative broad match modifier on either engine, though I haven’t checked in the last 30 mins :)

    adCenter does not have broad match negatives – they start at phrase match for negatives. 

    On Google, the negative broad match is very literal.  As far as I have observed, it is even stricter than broad match modifier, in that it does not pick up plurals, misspellings, or close variants.   I think that is a good approach, but it does require you to add plurals and other variations to your negative lists to block unwanted traffic.  

  • http://twitter.com/mvanwagner Matt Van Wagner

    Further to my earlier reply….I confirmed with folks at Microsoft that adCenter normalizes queries and then applies match types 

    If adCenter has a high degree of confidence that a misspelled query, say ‘automble’, really means ‘automobile’ and it will therefore match that query to your adCenter keyword “automobile’ for any match type.

    This query normalization works for misspellings only, not for close synonyms. 
    So, for example, on the search query, “cars” adCenter would not match 
    to your keyword “automobiles” on exact, phrase or modified broad match types.  It could make a match, however, on broad match.  Hope that answers  your question…

  • ArchanaP

    Thanks Matt that was very helpful.