B2B Articles - Mar 17, 2012 8:24:47 AM

Microsoft makes steady upgrades to web advertising system

Microsoft seems to be launching a new advertising feature a day lately. Quite a few of the newly launched features stick out.  This may perk up the ears of many marketing professionals and SEO pros.

Microsoft relaunched Yahoo Rich Ads In Search (RAIS), which is the company's response to Google’s sitelinks extensions and product listing ads from Google. It was originally offered in October focused on brand and navigational terms listing ads for premium web advertisers.

SEO: Microsoft advertising system model flow

The company has also introduced new changes to negative keyword behavior. Negative keywords in the campaign and ad group level are now combined to filter traffic together rather than over ride negative keywords at the campaign level.

Additionally, Microsoft is rolling out a feature that will allow web advertisers to specify unique landing page URLs for each keyword match type that they are bidding on. The feature will be available in the adCenter UI and the adCenter desktop application.

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