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Microsoft: adCenter Will Eliminate Non-Traffic Areas, Requires Action by Advertisers

Published on March 30, 2012

Microsoft’s Peter Yang on the company’s Microsoft Advertising blog site described numerous changes in location targeting, aimed at improving campaign performance.

“To optimize targeting in the U.S. and Canada, we will remove about 10,000 cities from adCenter targeting in May. Because these cities have seen no measurable traffic, this change will have no negative impact on the performance of your campaigns.” Users targeting a city that will be removed are advised to update settings to target a city supported by adCenter to gain more traffic. The company offers a spreadsheet of those areas (see above link), which lists 10,807 locations, plus their alternates. Someone in Flordell Hills, Missouri for example will switch to nearby Ferguson.

In answer to some FAQS about the changes:

Will this change have any negative impact on my campaign / ad group performance?

No. You are likely to see an increase in impressions if you switch your targeting to a city supported by adCenter.

Do I need to make any changes for campaigns / ad groups that are targeting multiple cities, some of which will no longer be supported by adCenter targeting?

No. adCenter will simply remove the non-supported cities from targeting options and your campaign/ad group will continue to serve ads on other targeted locations.

When will this change occur in May?

Microsoft plans to remove the non-supported cities from adCenter targeting in mid to late May.

Will this change affect other countries outside of the U.S. and Canada?

No. In May, Microsoft only plans to remove non-supported cities in the U.S. and Canada from adCenter targeting options.