The document discusses search targeting strategies using Microsoft Advertising tools. It introduces the Microsoft Advertising Intelligence tool for keyword research and demographic data directly in Excel. The presentation covers seasonal keyword trends, pricing and demand data, and how to target ads based on international location, time of day, user age and gender using search remarketing.

1. Search and Targeting
Colm Bracken
Group Search Manager, Microsoft Advertising
February 15th, 2011
@colmbracken

2. Agenda
Who is your target audience and what are they saying?
Using the Microsoft Advertising Intelligence tool
Search Targeting with adCenter
• International Targeting
• Day and Time
• Demographic – Age and Gender
• Search Remessaging

4. • “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”

6. What is the Microsoft Advertising Intelligence Tool?
• 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

7. 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

8. Within Excel …

9. Price and Demand

10. 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%

11. Demographic Data
• 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

12. International Targeting

13. Day/Time of Day Targeting

14. Demographic Targeting

15. Search Remessaging
User looks around site
User enters a query and
and either converts or
clicks through to the site
leaves the site
Client Banner
Next time user is on
Media Network user is
ATLAS tags user cookies Re-messaged with
appropriate/tailored
creative

16. Who is your target audience and what are they saying?
Using the Microsoft Advertising Intelligence tool
Search Targeting with adCenter
• International Targeting
• Day and Time
• Demographic – Age and Gender
• Search Remessaging

17. Search and Targeting
Colm Bracken
Group Search Manager, Microsoft Advertising
Feb 15, 2011
www.letsearchmakeyousmarter.com
www.bing.com/webmaster