Demographic Predictions For Keywords Using adCenter
April 8th, 2007If you own, manage or are in some way involved in a Web site then chances are that you want to know what kind of demographic you are attracting. Are they male or female, young or old? It’s especially interesting when you’re considering paid keywords to attract users. For instance, you may have been trying to target the hippies from the 60’s using the keyword flower power; meanwhile you are attracting young women in their twenties and early thirties! Microsoft adCenter Labs, the R&D team for paid search at Microsoft, offers surprisingly cool paid search researching tools. Their analysis is based on MSN Search data which represents a significant sample group, even if they’re small compared to Google. Their Demographics Prediction tool returns this interesting and visually pleasing result for flower power:
The Search Funnels tool offers another very interesting Web analysis. It answers the question: What do users search for after they searched for the keyword in question. E.g. what did users search for after they first searched for flower power? adCenter helps you visualize and analyze your customers’ search behaviors.
These kinds of Web analytics tools are very useful for effective paid search campaigns. Some of the other tools that they offer are:
- Keyword forecast: Forecast the impressions count and demographic predictions using one or more search terms.
- Seasonal keyword forecast: Forecast the seasonality patterns of search queries
- Detecting online commercial intent: Find out if your customer intends to buy, sell or complete another online transaction based on their search queries and/or other sites visited