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Microsoft adCenter Dynamic Keyword Insertion to Boost Performance

October 18th, 2010

Just like in Google AdWords, MSN adCenter gives advertisers the ability to use dynamic keyword and parameter insertion, not only in your ad copies, but also within your destination URLs for your ads or keywords.  The following is a list of dynamic keys that you can easily implement into your ad copies and destination URLs to increase click thru and conversion performance and gather more data on what exactly are triggering your consumers to click on your ad and ultimately convert on your site.

{AdId} – the ad id value of the ad copy that triggered the click. By inserting this into the destination URL of your ad copy or keyword, you can track what ad consumers are clicking on. If you track and store this value on your end, in a MySQL database for example, you can perform your own A/B tests.

{OrderItemId} – this is the keyword that triggered the ad to be displayed (not what the user typed into to search for)

{QueryString} – what the consumer typed into the search. Tracking this value on your end will allow you mash up your own search query reports.

{MatchType} – the match type that was triggered to display your ad copy. Using this in conjunction with the {OrderItemId} and the {QueryString} can be very powerful when determining which keywords and match types are triggering which ad copies.

There are also three other parameters that the advertiser can define (called user defined parameters). These three parameters are aptly named:

{param1}

{param2}

{param3}

These user defined parameters are much like free form fields that can be used by the advertiser for (almost) any purpose they desire. For more information and restrictions on user defined parameters, check out this articles: http://shevnock.com/blog/2010/10/msn-adcenter-parameter-restrictions-param1-param2-param3/

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