Quality of Microsoft adCenter Traffic Falling?

Mar 18, 2008 • 7:52 am | comments (1) by twitter Google+ | Filed Under Microsoft Bing Ads (formerly adCenter)

A WebmasterWorld thread reports that several Microsoft adCenter advertisers are recently unhappy with the quality of traffic they are seeing from adCenter.

The conversion rates on adCenter, as reported by a few advertisers, has been as low as ever. WebmasterWorld senior member, ByronM, posted some recent stats showing his concern. Based on over 200 clicks (not impressions, but clicks):

  • Google has a 3.9% conversion rate
  • Yahoo has a 2.2% conversion rate
  • Microsoft has a 0.0% conversion rate

Two other members concurred with ByronM saying:

My experience is the same, for a time I was doing quite a lot with Adcenter but it's value seems to be diminishing and so is my spend with them! Certainly seeing much better conversion with Yahoo & Google at the moment.

Quality was great 2 years ago when it launched, then 6 months later CPC prices were higher than Google Adwords so I shut my clients campaigns off. I hear the traffic has gotten even lower in the last year, and I did not think that was even possible.

At this point, the thread is not large enough to say if this is a wide scale issue but it does seem to be ticking along.

Forum discussion at WebmasterWorld.

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03/19/2008 04:28 pm

Since Microsoft is now using contests to draw traffic, it's not that surprising. Last week they had a site up that entered you to win prizes every time you searched. Danny Sullivan talked about it in the Daily SearchCast. That's bound to bring down quality.

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