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

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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

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

 

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