Rebranding of adCenter & Search Alliance

September 26th, 2012 by Justin Miller

I’ve just finished taking the Bing Ads Accreditation exam , which is free until the end of September. Microsoft is graciously offering this exam for free as part of its rebranding promotion, which includes the renaming of adCenter to Bing Ads and Search Alliance to Yahoo! Bing Network. Offering something for free is always good at getting attention; in my opinion however, Microsoft did this a bit hastily.

What’s In A Name?

Image courtesy of InlineVision.com

The first issue with offering the Bing Ads test for free is the lack of updated questions. Sure, there are a few questions on updates to adCenter/Bing Ads features. The problem is that throughout the test the questions constantly reference adCenter, not Bing Ads! This also holds true for the Yahoo! Bing Network, which is never mentioned in the test either. Microsoft, if you are offering the test free for rebranding purposes, it makes more sense to make sure you call your own advertising platform (Bing Ads) and Network (Yahoo! Bing Network) by the correct name.

PPC Done By the Books

On top of missing a great opportunity to drill the correct/new name of Bing Ads and the Yahoo! Bing Network into the accredited professionals’ heads (assuming they pass the exam), the substance of the test still seems to be mostly textbook definitions. The only exception is when Microsoft starts asking about how to navigate and use their desktop editor, which is still called adCenter desktop in the test. Although this tool is useful for agencies who manage multiple accounts, it is not a necessity for everyone that manages a PPC campaign on Bing Ads to download and use the desktop editor.

As a recently re-accredited Bing Ads professional, I would love to hear your feedback on the rebranding and renaming of Bing Ads and the Yahoo! Bing Network. Also, if you have taken the Bing Ads test, please share your thoughts about it in the comments section below.

Justin Miller is the Search Manager for DaBrian Marketing. He does everything from research, account creation, campaign management, and reporting to improve clients’ Pay per Click (PPC) advertising and Search Engine Optimization (SEO). With separate accreditation in Google Analytics, Google AdWords, and Bing Ads, Justin has been helping companies increase awareness, website traffic, as well as conversions (sales, sign-up, registrations, etc.)

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