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329 Keyword sedans SUVs Dynamic text parameters 5% off 7% off When you are ready to build your ad, you can enter "All {keyword} {param2}" as the ad title. When a user queries sedans, the ad that appears will be "All sedans 5% off." You can also use {param1} to drive ad URLs. Microsoft also announced the purchase of the analytics company, DeepMetrix. They are beta testing a analytics product called Gatineau. Microsoft also offers a free built in coversion tracker. While MSN Search has roughly 5% of the U.S. search market, you can expect that number to increase in the coming year largely for the following reasons: • IE7 was packaged as a forced Windows software upgrade.. In the next version of Microsoft's Internet Explorer browser, search will be integrated into the browser. • They may also integrate web search into the operating system. Visit https://adcenter.msn.com/ to sign up for adCenter, or http://advertising.msn.com/microsoft-adcenter/faqs to find answers to common questions, or http://adlab.msn.com/ to try some of Microsoft's ad tools. Other PPC Providers While Google also syndicates to AOL and Ask, both now allow you to buy search ads directly from them, and Ask syndicates some of Microsoft's ads as well. If you find one of the syndication partners exceptionally valuable it may make sense to buy those ads direct. Amazon.com also sells contextual ads across Amazon.com via its ClickRiver Ads product. You may also want to try some of the other smaller ppc ad networks, but design and refine your strategy based on the larger networks first. Resources Cited Literature Black Hat PPC (http://www.e-marketing-news.co.uk/Mar05/black- hat-ppc.html) Elesseily, Mona. Mastering Panama. (http://www.page-zero.com/yahoo-search-marketing/)