This blog covers the chapter “Microsoft adCenter Desktop”
The topics included in this post are:

  • Account Basics
  • Desktop Importing and Exporting
  • Account Management Top Tips
  • Desktop Customizations


  • adCenter Desktop is an intuitive, easy to use desktop application for managing your adCenter campaigns offline.
  • Home Tab: Lets you synchronize accounts, import and export data and download performance statistics
  • Manage Tab: Helps you manage your campaigns
  • Research tab: Helps you research new keywords and bids
  • Quick access toolbar helps you store frequently used shortcuts
  • Use desktop button to switch users, import and export
  • Desktop options: Easily access helpful resources
  • Online help and contact information is available

  • Browser pane: organizes accounts as folders
  • Select the account from the drop down list. You can select one account at a time
  • Click an item to view its content in the manager pane.

  • Manager pane: lets you view and edit the folder contents
  • It has tabs including campaigns, ad groups, text ads, WAP mobile ads, keywords
  • You can filter displayed items by selecting a different view in the manager pane or search on criteria
  • You can do bulk edit in the manager pane and advanced copy-paste
  • You can click an item to edit its pane in the Editorial pane

  • Editorial pane: You can edit any of the items of the manager pane in this area
  • You can also use bulk replace feature

  • Dashboard: Gadgets provide a quick visual overview of the campaigns
  • Use dashboard to display performance alerts and add them to your favorites campaigns or ad groups
  • Performance alerts notify you about key performance behaviors


  • · adCenter Desktop enables you to bulk manage your adCenter accounts
  • · Use the familiar office user interface as you create and edit multiple campaigns, ad groups, ads and keywords
  • · Adjust your campaigns based on performance alerts

Account Basics

  • adCenter Desktop allows you to download the accounts and campaigns you want to work on
  • Upload and download changes with one click
  • Quickly determine conflicts, updates and errors in your data
  • Desktop Options è Account List shows all your accounts
  • Synchronizing accounts and campaigns
  • Next, you will see the sync settings. You can select the entire account or only the campaigns that you need.
  • You can monitor the progress of the sync through the sync progress window.
  • Sync changes to upload and download data in one operation. It does both downloading the data from online and uploading data
  • Download changes only: Allows you to download changes from adCenter online to Desktop
  • Restore Account: Downloads and replaces all data to the desktop
  • Follow best practices by syncing your data regularly


  • Conflicts occur when different changes are made to the desktop versus the online version. This can occur if several people work on the same account.
  • If the desktop detects conflict while uploading and downloading the data, it must be fixed in order to complete the sync
  • The manager view automatically changes to the conflict view to help you resolve changes
  • The conflict view displays only the items with conflicts and lists both versions of the data
  • The number on conflicts at each level of the data is displayed in the tabs


  • New and modified items are shown in bold
  • Deleted items are shown in gray with a strikethrough
  • In the browser view, paused items appear in grey


  • Items with errors are shown by a x in a red circle

Notification stacks

  • If errors are not fixed, the conflict notification stack appears. To complete syncing, all conflicts must be resolved

Error View

  • The error view displays on the items with errors


  • Subscribe only to accounts and campaigns you want to work on
  • Synchronize your changes with one click
  • Easily identify updates, locate and resolve conflict and errors

Desktop Importing and Exporting

  • Exporting campaigns and ad groups from adCenter Desktops
  • Prepare exported Google files for importing to adCenter Desktop
  • Import campaigns and ad groups to adCenter Desktops


  • Bulks edit campaign data
  • Quickly create new campaigns from existing campaigns
  • Import campaigns from other online advertising programs

File Formats

  • Use comma separated values (csv) where possible. Else use tab separated values or Excel workbooks

Exporting Desktop campaigns

  • Right click a campaign and select Export

Preparing exported Google files clip_image002 Setting default values

  • You can set default values including budget type, ad distribution and keyword match type,

Importing campaigns

  • Import from Google and adCenter can be done through CSV, TSV, Workbooks.
  • Import from Y! can be done directly using Y! Credentials
  • Select the destination URL by associating it with ads or keywords
  • Import Completed mentions the new/updated/deleted/skipped columns that will happen during importing
  • Skipped campaigns will not be created as they duplicate values or contain invalid data
  • You must sync the changes with online before they can become active

Tips and Tricks

  • Quickly update an existing campaign or ad group
  • Export the campaign or ad group
  • Bulk edit the exported data in Excel
  • Re-import the data into adCenter Desktop
  • Easily create new campaigns or ad groups
  • Export a campaign or ad group
  • Change the name of the campaign or ad group in Excel
  • Re-import the data to create a new campaign or ad group


  • Follow best practices for preparing exported Google files
  • Before importing, set default values for campaigns, ad groups and keywords
  • Bulk edit exported Desktop campaigns in Excel, then re-import the data to update or create new campaigns

Account Management Top Tips

  • You can copy/paste keywords/adgroups/campaigns from one location to another.
  • Multiple changes wizard: You can make multiple changes to keywords by copying to excel, making changes in the workbook

Desktop Customizations

  • Set default values for new and imported campaigns, ad groups and keywords
  • Set default keyword bids at ad group level
  • Default keyword bids at an ad group level
  • Select columns to view in Manager Pane
  • Set custom date ranges for downloading performance statistics
  • In the desktop options, select advanced
  • Select the import and bulk creation default settings
  • Choose what to do for Duplicates, Track conversions, Budget Types, Budget distribution, Time zones, Ad Groups, Keywords (match type)
  • You can define the default bids for keywords
  • You can also customize the manager columns that are viewable

Desktop Optimization

  • Access keyword optimization tools on Research tab
  • Use keyword generation tools to generate additional keywords and add them the list
  • Use keyword intelligence tools to improve your bidding and targeting strageties
  • Use keyword bid estimation to place optimal bids
  • Set targeting and incremental bids in bulk
  • Copy targeting from one campaign or ad group to another

Keyword Generation tools: Provide keyword suggestions that you can add to your keyword or negative keyword list

  • Similar keywords – Displays a list of terms similar to the word or phrase you enter
  • Extracted Keywords – Displays a list of keywords from a webpage URL you enter
  • Frequent Keywords – Display a list of terms that were most frequently used in search queries during the previous month
  • Category Keywords – Display a list of terms associated with a business category you select

Keyword Intelligence tools: Provide demographic information about monthly search trends

  • Monthly Traffic – Displays the number of times each keyword was used as a search term for previous and next 3 months
  • Age Demographic – Displays the percentage of total searches on each keyword made by people in 6 age ranges
  • Gender Demographic – Displays the percentage of searches on keywords made by males and females

Bid Estimation tool: Provides a bid estimate for an ad to appear in a top search position

  • Keyword Bid – Displays estimates of the bid required for an ad to appear in the top 3 ad positions for each keyword
  • In the manager tab, select the Apply position 1 bid (or 2 or 3)
  • Sync with adCenter online to activate your bids.

Bulk targeting: You can set targeting in bulk or copy targeting settings Copy Targeting: You can copy and paste campaigns/ad groups/keywords from one location to another

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