Microsoft has been working really hard lately on innovations for its adCenter, which has resulted in the releasing new features almost on daily basis.

One of the main changes was an update to negative keywords in AdCenter. Previously, most marketers could have been excused for assuming that negative keywords in adCenter work the same way they do in AdWords. However,  Microsoft has announced an update to negative keywords in AdCenter. Now negative keywords loaded at the campaign and ad group levels would be combined to filter ad traffic. Before, negative keywords at the ad group level would override the ones at the campaign level.

Another update is the re-introduction of Yahoo Rich Ads In Search (better known as RAIS). RAIS is  Microsoft’s answer to Google’s sitelinks extensions and product listing ads. It offers five different types of layouts and RAIS keywords are subject to approval by account managers. Microsoft says that CPC prices for these specific type of ads tend to be similar to text ads, while click-through rates are higher as the advertiser controls a good portion of the real estate.

Finally, Microsoft is now rolling out a feature that lets advertisers use unique landing page URLs for each keyword match type that they’re bidding on.

When are we expected to see these changes?

Right now! Through the adCenter UI and the adCenter desktop application the new feature will be available as we speak and should already be live.

So if you’re a advertisers using Microsoft’s adCenter platform, now might be a good time to login to your  and take a tour around. Oh and make sure you review all negative keywords at the campaign level to ensure that they should apply to all of your ad groups for you to get desired results.