Colm Bracken Search and Targeting

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Colm Bracken Search and Targeting

  1. 1. Search and TargetingColm BrackenGroup Search Manager, Microsoft AdvertisingFebruary 15th, 2011 @colmbracken
  2. 2. AgendaWho is your target audience and what are they saying?Using the Microsoft Advertising Intelligence toolSearch Targeting with adCenter• International Targeting• Day and Time• Demographic – Age and Gender• Search Remessaging
  3. 3. • “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”
  4. 4. 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
  5. 5. Retail Keyword SeasonalityKeyword Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09barbecue 465 202 67 164 330 193 148 146 355 519 613 1,114garden furniture 5,618 3,046 1,486 1,431 1,323 1,213 1,543 1,640 4,562 6,386 6,281 5,706party dresses 570 651 883 1,631 3,598 2,189 1,196 1,122 1,300 943 1,139 872christmasdecorations 369 633 1,830 3,574 7,675 7,076 512 201 610 649 169 1,121beds 7,427 7,517 7,486 8,040 7,821 8,189 11,004 6,948 8,780 7,767 7,622 6,407bridesmaid 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
  6. 6. Within Excel …
  7. 7. Price and Demand
  8. 8. 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%
  9. 9. 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
  10. 10. International Targeting
  11. 11. Day/Time of Day Targeting
  12. 12. Demographic Targeting
  13. 13. Search Remessaging User looks around siteUser enters a query and and either converts orclicks through to the site leaves the siteClient Banner Next time user is on Media Network user isATLAS tags user cookies Re-messaged with appropriate/tailored creative
  14. 14. Who is your target audience and what are they saying?Using the Microsoft Advertising Intelligence toolSearch Targeting with adCenter• International Targeting• Day and Time• Demographic – Age and Gender• Search Remessaging
  15. 15. Search and TargetingColm BrackenGroup Search Manager, Microsoft AdvertisingFeb 15, 2011 www.letsearchmakeyousmarter.com www.bing.com/webmaster

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