Transcript
Search and Targeting Colm Bracken
Group Search Manager, Microsoft Advertising
February 15th, 2011
@colmbracken
Agenda
Who is your target audience and what are they saying?
Using the Microsoft Advertising Intelligence tool
• International Targeting
• Day and Time
• Demographic – Age and Gender
• Search Remessaging
Search Targeting with adCenter
• “Nearly any question one might frame can
be answered in one way or another by
mining the implacable Database of
Intentions that is building second by
second across the internet”
John Battelle – co founding editor of Wired Magazine and author of “The Search”
• Free and simple-to-use download for Excel 2007
• Download at www.letsearchmakeyousmarter.com
• Offers quick and easy keyword research
• Delivers absolute numbers on search query trends, paid search
pricing/performance data and demographic data
• All without leaving Excel!
• Leverage this tool to inform planning of campaigns
What is the Microsoft Advertising Intelligence Tool?
Retail Keyword Seasonality Keyword Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09
barbecue 465 202 67 164 330 193 148 146 355 519 613 1,114
garden furniture 5,618 3,046 1,486 1,431 1,323 1,213 1,543 1,640 4,562 6,386 6,281 5,706
party dresses 570 651 883 1,631 3,598 2,189 1,196 1,122 1,300 943 1,139 872 christmas decorations 369 633 1,830 3,574 7,675 7,076 512 201 610 649 169 1,121
beds 7,427 7,517 7,486 8,040 7,821 8,189 11,004 6,948 8,780 7,767 7,622 6,407
bridesmaid dresses 3,474 3,757 3,547 3,398 2,237 1,392 5,067 4,386 4,351 3,685 3,083 2,852
Beds – Surge in new beds
bought in January
Christmas decorations –
August begins to see
increase in searches
Garden furniture – plan for
budgets in March
Within Excel …
Price and Demand
Age and Gender Profiling
Keyword Age0_12 Age13_17 Age18_24 Age25_34 Age35_49 Age50_64 Age65Plus Female Male
barbecue 1.96% 5.88% 11.76% 37.25% 27.45% 13.73% 1.96% 68.00% 32.00%
garden furniture 4.66% 4.66% 11.92% 24.87% 23.83% 21.76% 8.29% 63.30% 36.70%
party dresses 3.45% 16.98% 26.79% 18.57% 23.61% 9.28% 1.33% 83.02% 16.98% christmas decorations 3.83% 7.49% 23.87% 26.48% 27.35% 9.23% 1.74% 69.68% 30.32%
beds 4.00% 9.98% 14.44% 20.88% 31.32% 15.55% 3.83% 62.15% 37.85%
bridesmaid dresses 2.36% 5.07% 24.46% 33.88% 16.85% 12.50% 4.89% 76.80% 23.20%
• Microsoft Advertising Intelligence Tool allows you to analyse demographics for any
keywords
• Use these insights across all of your marketing campaigns
• Reflect demographic bias in campaign messaging
Demographic Data
BG
International Targeting
BG
Day/Time of Day Targeting
Demographic Targeting
User looks around site
and either converts or
leaves the site
Search Remessaging
Next time user is on
Media Network user is
Re-messaged with
appropriate/tailored
creative
ATLAS tags user cookies
User enters a query and
clicks through to the site
Client Banner
Who is your target audience and what are they saying?
Using the Microsoft Advertising Intelligence tool
• International Targeting
• Day and Time
• Demographic – Age and Gender
• Search Remessaging
Search Targeting with adCenter
Search and Targeting Colm Bracken
Group Search Manager, Microsoft Advertising
Feb 15, 2011
www.letsearchmakeyousmarter.com
www.bing.com/webmaster
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