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Pros and Cons of adCenter’s PPC ad rotation feature

If you're not using the internet for B2B marketing, you're missing out on incredible opportunities for lead generation. Search engine marketing (SEM) is a growing and improving practice for many businesses, and companies like Google and Bing provide numerous tools to streamline the lead generation process.

Recently, Bing made some much-needed upgrades to its adCenter and how the software handles PPC ad rotation. At first, adCenter gave marketers no opportunity to control the rotation of their paid ads, but fortunately, the service has finally provided additional webmaster tools.

The new ad rotation feature is available in the web interface or through version 8 of adCenter API. The tool allows webmasters to optimize for clicks, displaying an ad with the best CTR more often. Another option allows professionals to rotate ads evenly, which showcases different promotions at random.

The feature does come with some drawbacks, especially for large accounts. Bing's ad rotation offers no support through the adCenter Desktop Tool or through bulk spreadsheets. The resource can also only be edited at the ad group level through the web interface, meaning marketers must update ad groups one-by-one.

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.