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Microsoft adCenter is Microsoft’s answer to Google’s AdWords. It’s the main search engine business for Microsoft.

Imagine you are a simple businessman, who has his own website and you want to bring more traffic on your site. As you are familiar with Microsoft software for decades now, naturally you’ll want to check out their online advertising system.

Here are some basic guidelines to make the experience less painful:

First pitfall – Don’t even consider using Safari or any other browser except IE and Mozilla, adCenter website does not support other browsers. Their help center states that also Mac and Virtual machines are not supported.

Before he found out that all Mac browsers are banned, Alec, our creative director, spent several hours trying to get Microsoft adCenter to work with all of the browsers under Mac OS, including spoofing the user-agent. Futile, he assures me. You can’t even view the System requirements page!

Keep reading Microsoft AdCenter Setup for Mac Users

Switch to Phrase and Exact Match and Bring Down Your Cost Per Click and Cost Per Sale

Yesterday, I got an email from my acquaintance Andrew Goodman over at PageZero (author of the excellent Winning Results with Google AdWords) discussing issues with broad match in Google PPC management.

In August one of my clients had a horrible surprise (well we both did) where PPC costs skyrocketed – almost tripling for one week, with only about a 25% improvement in leads.

I got on it right away and called Google. The Google AdWords representative told me that thanks to our great quality score we’d qualified for “expanded broad match”. Although Google says that they are against get rich quick schemes and fake sweepstakes in AdWords, this move is straight out of that shady playbook.

Sure, we’d “qualified”. Qualified to pay three times as much for just a fraction more business.

“So how do we turn it off?” I asked.

“You can’t,” she answered.

Keep reading AdWords Expanded Broad Match: How to Combat Google's Cash Grab