Thanks to everyone who attended our Travel Industry webcast, where we shared best practices for running travel industry campaigns with adCenter.  A lead media specialist for Microsoft adCenter, Chuck Evans, took us through the research, design, and implementation of a travel industry campaign.  He focused on using targeting to reach the ideal audience for travel offerings. We recorded the webcast and now it's available for you to watch on demand. 
 

Here are a couple of helpful tips that came up during the webcast. First, during his part of the presentation, Chuck mentioned the importance of writing impactful ad copy. Here are some strategies for writing effective ad copy including guidelines around ad copy language, campaign structure, and landing pages.

Chuck and Jeanie both mentioned the audience intelligence tools at Microsoft adCenter Labs, including the user intent, query share volume, and keyword forecasting demos that can help you research and choose the best adCenter targeting values for your campaign.

 

During his presentation, Chuck mentioned a macro he uses to create all possible combinations of two columns of keywords, where column 1 is action / offer words (such as "vacation to") and column 2 is destination terms (such as "Orlando") in order to cover all permutations of keywords for a campaign. You'll find Chuck's macro pasted below this post. To use this, create a new macro in Microsoft Excel, edit it, paste in the text and save. For more help creating and using macros, click the Help (?) button in Excel, and type "Create a Macro" in the Search field.

 

As Jeanie mentioned near the end of the webcast, if you find you need help uploading your campaigns into adCenter, consider signing up for the adCenter QuickLaunch program. With this program, a dedicated adCenter Media Specialist can help you get your ads live on adCenter—either by importing your existing paid search campaigns, or by helping you get started from scratch if you're new to the game. Your specialist can also help analyze and optimize your campaigns. If you're interested, please fill out the QuickLaunch sign-up form. 

 

If you have any questions, please let us know at the adCenter Forum.

 

Thanks!
Jen K., adCenter Marketing Manager
Chuck Evans, Lead Media Specialist, North American Ad Services
Jeanie & Carolyn, adCenter Community Team

 

Sub Macro1()
'
' Macro1 Macro
' Distributed As-Is with No warranty or guarantee
' Use at your own risk
'
    Dim rwCount1 As Integer
    Dim rwCount2 As Integer
    Dim rwCount3 As Integer
    Dim param1 As String
    Dim param2 As String
    Dim isMore1 As Boolean
    Dim isMore2 As Boolean
       
    rwCount1 = 1
    rwCount2 = 1
    rwCount3 = 1
    isMore1 = True
    isMore2 = True
   
    Do While (isMore1 = True)
    With Worksheets("Sheet1").Cells(rwCount1, 1)
        If .Value > " " Then
            rwCount2 = 1
            param1 = .Value
            Do While (isMore2 = True)
                With Worksheets("Sheet1").Cells(rwCount2, 2)
                If .Value > " " Then
                    param2 = .Value
                    With Worksheets("Sheet1").Cells(rwCount3, 3)
                    .Value = param1 + " " + param2
                    rwCount3 = rwCount3 + 1
                    rwCount2 = rwCount2 + 1
                    End With
                Else
                    isMore2 = False
                End If
                End With
            Loop
        rwCount1 = rwCount1 + 1
        isMore2 = True
        Else
            isMore1 = False
        End If
    End With
    Loop
End Sub