Audience Intelligence is critical to developing and managing a successful search marketing campaign.
- Validating assumptions about your keyword list and audience profile is the critical difference between success and potential failure.
- Predicting user behavior gives the marketer the insights to make strategic decisions and helps to improve ROI.
Often, though, marketers are unaware of the powerful research tools readily available to them or how to utilize them to achieve their objectives.
Microsoft’s suite of research tools can greatly impact search marketing in two areas:
- Build, grow, and perfect the right keyword list.
- Manage your campaign.
Demographics
AdCenter’s Age & Gender demographics tool is a powerful way to validate assumptions about your audience:
- Test individual or groups of keywords to determine if they match your target audience.
- Discover similar keywords that match your target audience.
- Employ optimization strategies to help exclude unwanted traffic.
- Bid-boost gender and age groups to target your audience more efficiently.
AdCenter’s Geography tool is designed to help you understand the point from where your target audience is searching. As with the demographic tool, you can test individual or groups of keywords to identify location.
In a similar manner, you can also implement optimization techniques to exclude unwanted traffic and bid-boost on targeted demographics.
Microsoft adLabs is developing advanced tools to better understand how to effectively aggregation keyword lists:
- Context-based Acronym Resolution: expand acronyms and abbreviations based on related search keywords.
- Keyword Group & Mutation Detection: given a word or phrase, find a set of similar words. Detect frequent misspellings or alternative spellings of the same keyword in search query logs.
- Search Result Clustering: Cluster a set of documents, such as search results, into semantically related groups in real time.
AdLab’s Search Funnel tool allows you to understand search sequences—both incoming and outgoing searches.
Forecast user behavior.
AdLab’s Forecasting Search Volume Seasonality is designed to help you understand the seasonal patterns of your customer’s search queries.
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Live Search ad campaign, powered by Microsoft adCenter, provides an ideal environment to gather audience intelligence.
Live Search is a valuable element of any successful online advertising strategy. Over 98 million people per month across the MSN and Windows Live network have access to Live Search1, so there is great potential to expose your business to a large audience.
It’s easy to start your Live Search ad campaign—simply provide your contact details and pay a one-time, $5 fee to create your Microsoft adCenter account.
Sign up now to see what adCenter can do for you today.
