How to Avoid the Microsoft adCenter Parked Domain Landmine
Posted on December 16, 2010 by Hans Riemer
Are you trapped?
Recently we were called in to investigate a PPC account that had been migrated from Yahoo
Search Marketing to Microsoft adCenter. Since moving to adCenter, the account experienced a significant drop in ROI. They were still getting plenty of clicks but those clicks weren’t converting, which was badly hammering their cost-per-acquisition.
The company sells Christmas decorations from their website. They have an excellent web analytics tool that can track individual incoming visitors (which Google Analytics does not do) so it didn’t take us long to spot quite a number of paid clicks that spent almost no time on the site. We looked at the referring URLs to see where the ads were appearing that sent these visitors and discovered something very interesting about Microsoft adCenter PPC that’s potentially costing advertisers some real money.
In a moment, we’re going to explain what is occurring and tell you how to fix it if it is happening to you. This affects advertisers using adCenter as well as those who previously used Yahoo Search Marketing, because YSM is now managed through adCenter.
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