As reported previously in Multilingual Search, France is MSN’s second destintation for its new pay-per-click system known as Adcenter. Well, it’s now live and taking its first clicks in France in French, prior to making its first tentative steps in the US sometime in October.
As French business magazine L’Expansion reports, the search engine launched its new facility yesterday after the original opening in Singapore. offering sponsored links which, it is estimated, will represent 30% of online advertising spend in France this year. The system offers clicks from 5 cents (Euros) and aims to deliver more demographic targeting through the database of demographic data which Microsoft holds from its Messenger, Hotmail and MSN search user databases.
The system has been tested with 10 big brand advertisers and 30 smaller advertisers and their advertising agencies since the beginning of July reports Abondance. In Vnunet.fr. Emmanuel Laveran, CEO of search marketing agency Takezo which is part of the Isbar network in the Aegis Group says, ” The campaigns we have tested on MSN search have generated click through rates of 10% to 15%.”
The system works similary to Google’s approach – taking account of the click through rate as well as bid price – plus the new twist on demographics. The targeting facility allows various criteria to be selected including age, geography, sex, time of day, and day of week. Further additions to these criteria might be forthcoming in the future.
MSN has placed the pay-per-click tool at the centre of an offering of self-buy advertising solutions including banners – available from a single footer link:- Annonceurs.
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