Microsoft adCenter Add-inBeta for Excel 2007 - PowerPoint PPT Presentation

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Title:

Microsoft adCenter Add-inBeta for Excel 2007

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Title: Slide 1 Author: Jorie Waterman Hutchings Last modified by: Leena Shah (Brook Street) Created Date: 8/21/2007 2:12:06 AM Document presentation format – PowerPoint PPT presentation

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Title: Microsoft adCenter Add-inBeta for Excel 2007


1
Microsoft adCenter Add-inBeta for Excel 2007
2
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

3
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!

4
Features of the tool
  • Keyword Wizard
  • Keyword Extraction
  • Keyword Suggestion
  • Search Buzz
  • Keyword Volume and Forecasting
  • Keyword Categorisation
  • Geographic Demographic
  • Monetisation
  • KPIs

5
Keyword Wizard
  • The Keyword Wizard takes you through many of Ad
    Intelligences core features

6
Keyword Wizard
  • From this

7
To this.....
8
and this.....
9
Keyword Extraction
  • Find keywords relevant to specific URLs
  • Max 200 URLs

10
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

11
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

12
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

13
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

14
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

15
Keyword Volume and Forecasting - Monthly
  • Displays monthly keyword query volume/traffic and
    forecasts future volume numbers
  • Seasonality
  • Zero searches

16
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

17
Keyword Categorisation
  • Enables you to see keyword categorisation
    concepts for selected keywords based on the
    words 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

18
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

19
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!

20
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

21
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)

22
(No Transcript)
23
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

24
Advanced Algorithms
25
Ad Intelligence System Requirements
  • A PC and
  • Microsoft adCenter login
  • Microsoft Office Excel 2007
  • Internet access

26
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

27
Add-in Resources
  • Visit the Microsoft adCenter Add-in Webpage to
    learn more. http//advertising.microsoft.com/adver
    tising/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

28
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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