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New MSN adCenter SEM tools

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Subject:  New MSN adCenter SEM tools Dave Chaffey
Author:   DaveChaffey:   view profile | all posts by this author | add to favourites
Date:   12:52:55 15 June 2006
 
These MSN adCenter paid search analysis tools are potentially useful for understanding search behaviour for both paid and natural search but IMO need to be treated with caution.

I'm still working through them, but the one that caught my eye was the demographic predictor tool.

The demographic predictor gives you an estimate of the average demographics vary according to:

- People who type a search phrase

- A web site (useful for both destination sites and media owned sites)

The big question is how accurate is it? I believe it uses the Microsoft Passport identities from Hotmail, etc So the volume should be high enough for many sites, but did you fill yours in accurately?

I tried some age/sex specific searches, e.g. in the mobile market: ringtones,blackberry and it seemed to work OK.

But for age/gender sites, the results don't look great e.g. www.handbag.com wasn't female oriented), www.seniority.co.uk (wasn't oriented to over 50s), www.habbotel.com wasn't particularly youth oriented.

Has anyone done any extensive testing or compared results to a known site audience?
Would you place any reliance on this paid search targeting?

Dave Chaffey
www.davechaffey.com
 
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  • New MSN adCenter SEM tools, DaveChaffey, 15 Jun 12:52
    These (http://adlab.msn.com/demo.aspx) MSN adCenter paid search analysis tools are potentially useful for understanding search behaviour for both paid and natural search but IMO ne ...
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