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
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!
Features of the tool • Keyword Wizard • Keyword Extraction • Keyword Suggestion • Search Buzz • Keyword Volume and Forecasting • Keyword Categorisation • Geographic & Demographic • Monetisation • KPIs
Keyword Wizard • The Keyword Wizard takes you through many of Ad Intelligence’s core features
Keyword Wizard • From this
Keyword Extraction • Find keywords relevant to specific URLs • Max 200 URLs
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
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
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
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
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
Keyword Volume and Forecasting - Monthly • Displays monthly keyword query volume/traffic and forecasts future volume numbers • Seasonality • Zero searches
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
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
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
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!
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
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)
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
Ad Intelligence System Requirements • A PC and: • Microsoft adCenter login • Microsoft Office Excel 2007 • Internet access
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
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
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!