Microsoft launches AdCenter platform in the UK

Microsoft is launching its online ad platform AdCenter in the UK today to handle all of the paid-search traffic on MSN Search and Windows Live.

Microsoft AdCenter helps advertisers to plan their online ad campaigns and improve targeting, and will rival services from Yahoo! and Google.

Features of the service include: a keyword suggestion tool, based on what has previously been searched for on MSN; a site analyser, to recommend keywords based on the content of the advertiser website rather than on keywords that other advertisers use; and an audience profiler, to provide advertisers with profiles of users who have searched previously on specific keywords.

The service has previously been trialled with a number of advertisers and agencies, including The Search Works, over the past two months.

Jim Brigden, managing director of The Search Works, said: "We've seen very good return on investment compared with other search engines. We've also enjoyed an outstanding level of customer service, making the process of uploading and running AdCenter campaigns very smooth."

Over time, it will be extended to other Microsoft properties including Xbox Live and Office Live.

Sharon Baylay, general manager of the Microsoft Online Services Group, said: "By offering access to improved audience intelligence and generating increased conversion rates, we expect Microsoft AdCenter to deliver a higher return on investment to our search advertisers."

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