June 26, 2006 Comments
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Last week I blogged about the introduction of some new features to Microsoft's AdLabs site. Over the weekend, I received an email that went into far more detail about what the new offerings are and how they might benefit keyword advertisers. Some of the new options, including the "Search Funnels" present access to some pretty darn useful information. Others, like the "Keyword Mutation Detection" are simply fancy new names for old hat techniques like searching out common misspellings.
From the email:
Search Funnels: Customers tend to search by entering related keywords in certain sequences. You can use the adCenter Search Funnels tool to help you visualize and analyze these search behaviors through incoming and outgoing queries.
Search Clustering: Microsoft adCenter's Search Result Clustering (SRC) technology can cluster search results into semantically related groups in real time and then help your customers browse through the long list of search results. SRC can:
Forecasting Search Volume Seasonality: Some keywords are searched more frequently at certain times of the year. Use this tool to help forecast the seasonal patterns of customers' search queries. Content-Based Acronym Resolution: When a query contains an acronym or abbreviation, Microsoft adCenter technology can predict and display the most likely result based on the keyword's context.
Keyword Group Detection: This essential tool helps you find groups of words that are related or similar to your input keywords. Expand your keyword lists to maximize exposure to searchers.
Keyword Mutation Detection: Based on Keyword Group Detection technology, this tool displays common misspellings or alternative representations of keywords that are frequently found in search query logs. This technology can help you broaden your keyword lists and then reach more customers.
I've not had much chance to play with these tools yet, apart from a few quick runs-through with the funnel tool, but they do sound interesting. There's obviously also the issue of raising the bar against Yahoo! and Google when it comes to providing data that will help advertisers make smarter decisions about how, when and where to spend their advertising dollars.
Jennifer Laycock is the Editor of Search Engine Guide, an educational web site aimed at translating the search marketing world into something that small business owners can understand. Jennifer specializes in common sense search engine marketing, viral marketing and customer outreach via social media and blogs. A former search marketing consultant and in-house trainer, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children. Her primary clients now are a little girl named Elnora and a little boy named Emmitt.
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