Microsoft Adcentre Takes on the Google Adwords Model
Its seems that not only is Yahoo Search Marketing taking on a similar model to Google Adwords, but now also Microsoft Adcentre.
According to Microsoft Adcentre:
“A search ad’s rank is influenced by how relevant and compelling the ad is combined with how much you’re willing to pay per click. The good news is that you can influence all of these factors. When you make your ad more relevant by fine–tuning the ad copy, choosing more relevant keywords, making a great landing page, or creating strong calls–to–action—your ad is more likely to perform better, potentially converting more of those searchers into your customers”
So how do you actually improve your ranking?
You adjust until you find the sweet spot. First, take a look at your ad. Can you rephrase it, make the offer clearer or provide a stronger call to action?
Be sure to also check your landing page as well. Often, changing the creative or ensuring the copy on the landing page is as relevant as possible to the ad will help.
Or it might even be as simple as changing your matching criteria.
Good Luck and Happy Marketing