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Microsoft adCenter Add-in Beta for Excel 2007 The adCenter Add-in Beta for Excel 2007 Helps you choose the right keywords to target the right audience, capture the right customer and maximise your marketing campaign return on investment What is the adCenter Add-in Beta ?

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Microsoft adCenter Add-inBeta for Excel 2007


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The adCenter Add-inBeta for Excel 2007

  • Helps you choose the right keywords to target the right audience, capture the right customer and maximise your marketing campaign return on investment


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What is the adCenter Add-inBeta?

  • Free, simple-to-use download for Excel 2007

  • Ad Intelligence module offers quick and easy keyword research and optimisation

  • Delivers absolute numbers on exact search query traffic, monetisation and demographic data

  • Committed to methodological transparency and clarity

  • All without leaving Excel!


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Features of the tool

  • Keyword Wizard

  • Keyword Extraction

  • Keyword Suggestion

  • Search Buzz

  • Keyword Volume and Forecasting

  • Keyword Categorisation

  • Geographic & Demographic

  • Monetisation

  • KPIs


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Keyword Wizard

  • The Keyword Wizard takes you through many of Ad Intelligence’s core features


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Keyword Wizard

  • From this




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Keyword Extraction

  • Find keywords relevant to specific URLs

  • Max 200 URLs


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Keyword Suggestion: Campaign Association

  • This will show keywords that are likely to be used in campaigns that include your core keyword(s)

  • Use this to:

    • Research keywords based on words included in competitive campaigns using your core keyword(s)

    • Generate new keyword suggestions for possible campaign inclusion


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Keyword Suggestion: Contained

  • Suggests keywords that contain the core term

  • Use this to:

    • Build out keyword lists based on keyword phrases that would be possible in broad match scenarios

    • You can continue building more keywords by running this algorithm on the result set


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Keyword Suggestions: Similarity

  • Suggests keywords based on similarity to each other

  • Use this to:

    • Generate keyword suggestions beyond core terms

    • View common misspellings, including punctuation usage


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Search Buzz: Top Spiky Keywords

  • Keywords that have demonstrated unusually sudden and spiking traffic

  • Use this to:

    • Generate new keywords

    • Inspire topical creative

    • Keep up with short term seasonal spikes


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Search Buzz: Top Frequent Keywords

  • Displays keywords that reflect overall popularity per vertical for the designated time period

  • Use this to:

    • Understand long term trends per vertical

    • Research the competitive landscape


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Keyword Volume and Forecasting - Monthly

  • Displays monthly keyword query volume/traffic and forecasts future volume numbers

  • Seasonality

  • Zero searches


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Keyword Volume and Forecasting - Daily

  • Enables you to see daily query counts for each keyword

  • Use this to:

    • Analyze keyword trends on a more granular level

    • To plan budgets for new keywords with more information

    • Compare performance to market trend

    • More intelligent day of week targeting


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Keyword Categorisation

  • Enables you to see keyword categorisation concepts for selected keywords based on the word’s taxonomy

  • Use this to:

    • Ease keyword grouping and analysis efforts by providing a classification for a keyword

    • Creating ad group name suggestions for mixed up keyword lists

    • Look at data for groups of like terms rather than individual keywords to spot overall trends


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Demographic

  • Provides demographic information on searchers (by gender and age group) for a given set of keywords within a set time period

  • Data comes from anonymous Microsoft Passport data


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Demographic. Get the inside track

  • Know your customer, see who is searching...

  • Use for Adcenter demo targeting strategies

  • Apply this knowledge across all your PPC accounts with targeted ad copy!


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Geographic

  • Provides location information of searchers on the US Live Search site (which is accessed from other countries) for specific keywords at the country, state, or city level

  • Use this to:

    • Understand linguistic differences by region (apply this both online and offline)

    • Improve geo-targeting settings

    • Help manage global search campaigns


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Monetisation

  • Review key performance indicators for keywords : clicks, impressions, position, click through rate, cost per click, and match type within a date range

  • View data for all positions, aggregated, or individually (positions 1-8)

  • View data for all match types, aggregated or individually (exact, phrase, and broad)


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Advanced Algorithms

  • The advanced algorithm section enables you to change the default settings for the each algorithm (you can also do this through options)

  • You can also change a setting for one query without changing your default settings

  • Each algorithm has different advanced options



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Ad Intelligence System Requirements

  • A PC and:

    • Microsoft adCenter login

    • Microsoft Office Excel 2007

    • Internet access


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Is this data available via API?

  • Yes, the data is available via API in a limited beta program at this time via the KSP (Keyword Services Platform) Explorer


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Add-in Resources

  • Visit theMicrosoft adCenter Add-in Webpage to learn more. http://advertising.microsoft.com/advertising/adcenter_addin

  • You will find:

  • A link to download the add-in

  • An installation guide

  • A product guide

  • A list of features

  • Answers to frequently asked questions


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Summary

  • Microsoft is committed to methodological transparency and clarity and helping advertisers to target the right audience, capture the right customer and maximise your marketing campaign return on investment

  • Free, simple-to-use download for Excel 2007

  • Ad Intelligence module offers quick and easy keyword research and optimisation

  • Delivers absolute numbers on exact search query traffic, monetisation and demographic data

  • All without leaving Excel!


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