To coincide with the release of the Microsoft Advertising Intelligence tool (previously the adCenter Add In for Excel) in the UK, I will be writing a series of blog posts that will go over the features of the tool and ways in which you can use the tool to help with your day to day tasks. With Advertising Intelligence, you can do anything from bid management to creating negative keywords, all within Excel 2007.
Keyword Generation - Keyword Extraction and Keyword Suggestion
This week we will be looking at the Keyword Generation Feature. The Keyword Generation feature is split into two parts - Keyword Extraction and Keyword Suggestion.
Keyword Extraction
What does it do?
The Keyword Extraction tool will review you selected website and will suggest keywords based on the content of the website.
Keyword Suggestion
The keyword suggestion feature is split into three different keyword generation tools as below:
What do they do?
All three Keyword Generation tools can generate up to 100 keywords. You have the ability with the tool to select the level of confidence adCenter has in the keywords it suggests.
The options are:
- 0 - adCenter will return anything
- 0.2 - quite relevant keywords
- 0.5 - very relevant terms
- 1 - only the term you put in is relevant
Obviously the lower you set the level of confidence, the more keywords adCenter will return. We recommend setting the confidence level to 0.2, as this will return a good amount of relevant keywords.
Although all three Keyword Generation features suggest new keywords, they all work slightly different.
Campaign Association
Campaign Association suggests keywords based on advertiser bidding behaviour. It will suggest keywords that it believes are in a similar category to your selected keywords.
Campaign Association Results
Queries that Contain your Query
Queries that Contain your Keyword suggests keywords that contain the original keyword you have selected, e.g. for the term 'cruise' it will come back with 'tom cruise' and 'caribbean cruise' as below.
Queries that Contain your Query Results
Related Search
Related Search suggests recent related searches from Bing.
Related Search Results
How can I use these features?
All four features are ideal to use to build out keyword lists, but have remained separate so that they are more tailored and specific unlike others on the market. Although each feature is primarily used to expand keyword lists, each tool has its own unique selling points:
Keyword Extraction
- Use the feature to gain a quick list of keywords based on your website
Campaign Association
- Use the feature to ensure that your account contains all the important core generic terms
Queries that Contain your Keyword
- Use contained to develop an extensive negative keyword list and ensure your ads are not showing for irrelevant searches
Related Search
- Generate keyword lists beyond core terms
- View common misspellings, including punctuation usage
- Ensure you have the current popular terms in the account
Note: The keywords generated by Microsoft Advertising Intelligence are not guaranteed to meet adCenter Editorial Guidelines. You are responsible for the keywords you choose. For more information on Keyword Expansion Best Practices see the adCenter Keyword Expansion PPC Best Practices Checklist.
In the next blog we will be looking at the Keyword Research - Traffic and Demographic Features, which provide up-to-date traffic and demographic data for your selected keywords.
For more information on the Microsoft Advertising Intelligence or to download the tool visit the U.K. www.letsearchmakeyousmarter.com page or the U.S. Microsoft Advertising Intelligence page. And take a look at the tutorial videos as well.