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 2

What is the adCenter Add-in Beta ? 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! 3

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

Keyword Wizard The Keyword Wizard takes you through many of Ad Intelligence’s core features 5

Keyword Wizard From this 6

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Keyword Extraction Find keywords relevant to specific URLs Max 200 URLs 9

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 10

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 11

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 12

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 13

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 14

Keyword Volume and Forecasting - Monthly 15 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 16

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 17

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 18

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! 19

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 20

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) 21

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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 23

Advanced Algorithms 24

Ad Intelligence System Requirements 25 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 26

Add-in Resources 27 Visit the Microsoft adCenter Add-in Webpage to learn more. You will find: A link to download the add-indownload the add-in An installation guideinstallation guide A product guideproduct guide A list of featureslist of features Answers to frequently asked questionsfrequently 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! 28