Search Advertising Research Best Practices

Microsoft Advertising

 Audience Intelligence is critical to developing and managing a successful search marketing campaign.

    • Validating assumptions about your keyword list and audience profile is the critical difference between success and potential failure
    • Predicting user behavior gives the marketer the insights to make strategic decisions and helps to improve ROI


Microsoft adLabs is developing advanced tools to better understand how to effectively aggregation keyword lists:
    • Context-based Acronym Resolution: expand acronyms and abbreviations based on related search keywords
    • Keyword Group & Mutation Detection: given a word or phrase, find a set of similar words. Detect frequent misspellings or alternative spellings of the same keyword in search query logs
    • Search Result Clustering: Cluster a set of documents, such as search results, into semantically related groups in real time


Download the electronic version of Research: Best Practices free of charge.


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