Microsoft Adcenter’s Adlab Advertising Tools
September 23, 2006
This summer has seen a new giant in the PPC world, that of Microsoft’s Adcenter. Cooler still, is the abundaSnce of adlab advertising tools available that compliment Google’s research tools and some of the Google’s labs tools and Yahoo’s lab tools.
The adlab can be broken down into the categories of paid search, contextual advertising, behavioural targeting and emerging markets.
The paid search advertising tools help to assist with keyword research that will help identify common misspellings, new keywords, acronyms and abbreviations. I particularly like the search funnel tool tool gives a good indication as to which keywords searchers use before and after a specific keyword search. Another neat tool, the search results clustering tool, groups semantically related keywords.
The contextual tools identifies relevant ads for publisher’s sites. It groups keywords or sites into content categories.
The behavioural tools analyses the behaviour of searches and lists predicted demographic information which can give indication of visitors intention to buy. The demographic prediction tool is great and gives an idea of the type of visitors you can expect to your site.
The emerging markets category is limited to a few states in the US and is used to detect a customer’s location based on their IP and then listing locals ads that are relevant to the location.
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