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