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Microsoft Advertising Intelligence FAQ

About Microsoft Advertising Intelligence Getting started How it works Support

About Microsoft Advertising Intelligence

Q. What is Microsoft Advertising Intelligence? A. Microsoft Advertising Intelligence is a no-cost keyword research and optimization tool that is built into the familiar Microsoft Office Excel interface. Advertising Intelligence can help you rapidly build new keyword lists or expand your current ones. The tool can help you plan your keyword strategy based on a range of important attributes such as relevance, historical cost, volume, geography, and demographics. It's a smart new way to easily research keywords that can help you improve campaign performance and boost your ROI. Note: The keywords generated by Microsoft Advertising Intelligence are not guaranteed to meet adCenter Editorial Guidelines. You are responsible for the keywords you choose.

Q. How can I access the Advertising Intelligence tool? A. You can download and install Advertising Intelligence from <insert link>. After you have installed it, it appears as a new tab labeled Ad Intelligence right in Excel 2007. Q. Will there be a version available for Excel 2003? A. Microsoft currently has no plans to produce a version of Advertising Intelligence for Excel 2003. Q. What countries is Advertising Intelligence available in? A. Advertising Intelligence is currently available for adCenter customers in the United Kingdom, France, Canada, and the United States. However, Advertising Intelligence provides data that can be useful in other markets as well. You can download and use Advertising Intelligence even if you conduct business outside of the supported markets.

Q. Are there differences between the versions in various markets? A. Yes, the U.S. version includes an additional set of Microsoft content network tools that give you data that helps develop not only paid search campaigns, but also your content ads campaigns. Q. What tools are found in Advertising Intelligence? A. Advertising Intelligence has a broad selection of powerful keyword suggestion and campaign optimization tools, including keyword generation, keyword research, pricing, and performance in market verticals. The tools listed below may vary by market.

Keyword Generation tools include: Keyword Wizard: gives you suggested keyword options and associated data from a list of terms, from URLs and verticals. You can quickly generate relevant keywords and view key performance indicators (KPIs) for suggested keywords. Keyword Extraction: extracts commonly used keywords from a given website address, showing you which keywords are in popular use on that site. Queries That Contain Your Keyword: suggests keyword lists based on actual past search queries on MSN and Bing that contain keywords that they specify.

Campaign Association: generates keyword suggestions based on other advertisers' keyword bidding behavior. Related Search: generates suggested keywords bases on related searches from Bing. Vertical Top List - Content: generates a list of keywords that most frequently occur on content network pages within a given business vertical. Note: The keywords generated by Microsoft Advertising Intelligence are not guaranteed to meet adCenter Editorial Guidelines. You are responsible for the keywords you choose.

Keyword Research tools include: Keyword Categorization: assigns categories to the keywords you select, helping you to manage and organize the keywords in your accounts. Traffic Spikes: you can see search query trends that are sudden and spiking (not overall popularity, but flashing and surging popularity). Generates ideas for new keywords to bid on based on popularity or unusual activity. Identifying spiky keywords can be useful for understanding seasonality, identifying possible keywords to remove from campaigns (that is, negative keywords) or learning what keywords have suddenly become popular. Top Frequent Search Queries: displays search queries that reflect the overall popularity per business vertical during a designated time period, helping you understand long-term keyword trends and research the competitive landscape. Demographic: displays data about potential customers. Age Group and Gender: provides demographic information on searchers (by gender, age group) about the given keywords within a set time period. Search-User Location: provides location information of searchers for specific keywords (you can specify country, state or city) about the input keywords within a set time period. Monthly: allows you to look at monthly historical and future, forecast query counts for the given keywords. Daily: provides you with daily query counts for the given keywords.

Traffic: provides both Monthly Traffic and Daily Traffic.

Content Impressions by Month: provides impressions on the adCenter content network for selected keywords by month. Top Keywords by Domain - Content: generates keywords drawn from the adCenter content network that increase the likelihood that your ad will be displayed on specific domains in the adCenter.

Pricing tools include: Paid Search Monetization: lets you gather pricing information from the adCenter Search network for the given keywords. You get information about clicks, impressions, position, click-through rate, cost per click, and match type within a date range. Business Category KPIs: lets you research the competitive landscape by viewing key performance indicators across 10 primary verticals and 77 sub-verticals over a given time period.

Monetization KPIs ­ Content: lets you gather pricing information from the adCenter content network for the given keywords. You get information about clicks, impressions, position, click-through rate, cost per click, and match type within a date range.

Content tools are available only in the United States. They include: Vertical Top List - Content: generates a list of keywords that most frequently occur on content network pages within a given business vertical. Vertical KPIs - Content: displays key performance indicators for adCenter search or content network through pricing information about selected verticals within a given date range. Content Impressions by Month: provides impressions on the adCenter Content Network for selected keywords by month. Monetization KPIs ­ Content: lets you gather pricing information from the adCenter content network for the given keywords. This tool provides information about clicks, impressions, position, click-through rate, cost per click, and match type within a date range. Top Keywords by Domain - Content: generates keywords drawn from the adCenter content network that increase the likelihood that your ad will be displayed on specific domains on the adCenter content network.

Getting started

Q. What are the system requirements for Advertising Intelligence? A. You will need the following on your PC: Microsoft Office Excel 2007 Internet access

Q. How do I download and install Advertising Intelligence? A. You'll find everything you need to know about Advertising Intelligence, including how to install the program, on the Advertising Intelligence website at: http://advertising.microsoft.com/search-advertising/advertising-intelligence Q. I have an old beta version of Advertising Intelligence (formerly adCenter Add-in for Excel). Do I need to uninstall it before installing Advertising Intelligence? A. Yes, you first need to uninstall the earlier version from your computer. To learn how, see the Advertising Intelligence installation guide at: http://advertising.microsoft.com/search-advertising/advertising-intelligence Q. I've installed Advertising Intelligence, now where do I find it? A. After Advertising Intelligence is installed, it should automatically be available to you within Excel as the Ad Intelligence tab. You can also start the program by double-clicking the Advertising Intelligence shortcut on your desktop or by clicking Start, clicking Programs, and selecting Advertising Intelligence.

Beta

Q. How do I test my adCenter credentials in Advertising Intelligence? A. You may test your adCenter username and password at any time by doing the following: 1. In Excel, click the Ad Intelligence tab. 2. Click the Options button. Under KSP Settings, click KSP Server. 3. Type your adCenter user name and password. 4. Click Test Connection. 5. Click OK.

How it works

Q. Are there query limits for Advertising Intelligence? A. Yes, you are limited to 20,000 queries per day. If you exceed your daily limit (which is reset every day at midnight Pacific Time) you will receive an error messaging telling you that you've reached your limit. Q. Why don't I always get results when running a query? A. To ensure that the data is anonymous when we collect it, we limit results to those that meet a certain minimum of activity. For example, we limit the results to queries that are above a minimum search count based upon results from Bing and MSN queries.

Q. Under the Keyword Suggestion tool, what is the difference between the three tools? A. The three tools in the Keyword Suggestion group are: Campaign Association: keywords that have been bid upon in adCenter. Queries That Contain Your Keyword: keywords that have been part of a search query in Bing and MSN Networks and contain the given term. Related Search: related search terms that are returned by the Bing and MSN networks.

Q. What are the date ranges available for the data provided by Advertising Intelligence? A. Several different tools in Advertising Intelligence offer options for historical data ranges: Traffic Spikes ­ Search and Top Keywords by Domain: past 1, 7, 10, 30, or 60 day period or a custom range. Top Frequent Search Queries, Pricing, Business Category KPIs ­ Search and Vertical KPIs ­ Content: past day, week, or 30 day period. Monthly Traffic and Content Impressions by Month: monthly traffic past data for 1, 3, 6, 12, or 24 month period, forecast for 1, 3, or 6 months; content impressions past data for up to 12 months. Daily Traffic: past data for 1, 7, 10, 30, or 60 day period -- or you may specify a time period. Age Group and Gender: past data for 1, 3, 6, or 9 month period.

Q. How far back, and into the future does Daily Traffic and Monthly Traffic data go? A. You can see monthly traffic data as far back as two years, and forecast data as far forward as six months. Daily Traffic data is available a far back as 60 days and seven days of forecast traffic.

Q. When using the Monthly Traffic tool, how does Microsoft Advertising Intelligence forecast the traffic for the future months? A. Monthly Traffic can be forecast 1, 3, or 6 months into the future. The forecast values are determined by an algorithm that considers past keyword trends and seasonality.

Q. When using Monthly Traffic, can you return data for a partial month? A. No, results will be for the full month. For example, if you run a forecast query for 4/15, the returned data will be through 3/31, not 4/14. Q. When using the Daily Traffic tool, why do the results not show search impressions more recent than 3 to 5 days in the past? Does this question still apply? A. To ensure data quality, Advertising Intelligence provides a sample set of data that typically commences 3 to 5 days prior to the current date. Q. When using the Pricing tools, how are the output ranges defined for the conditional formatting of CTR and CPC? A. The result ranges specified in the tool can be found by clicking the Conditional Formatting button in Excel, found under the Home menu. Q. When I set Maximum Suggested Keywords to 100 in Keyword Suggestion, why do I sometimes receive less than this amount? A. Maximum Suggested Keywords provides an estimated set of keywords based upon all that are available. Sometimes there are fewer keywords available than the maximum number specified. You can modify the maximum number of results returned in your options. Q. Why do I get duplicate terms in my results for Traffic Spikes? A. In our system, we detect and give starting and ending dates for each spiky term. If there are duplicate terms in the results, it means the same term has become a spiky term multiple times in the given time period. Q. How do I set the Search-User Location function to show state, city, or country? A. Click the Options button, and select Search-User Location. From here, you can select your geographical settings. Q. Can I get location data for the United Kingdom, France, and Canada? A. Yes, demographic data is now available in these markets. Q. How do I set custom defaults for date ranges or other preferences for the various functions? A. Click the Options button, and select the settings you want.

Q. If I bid the CPCs recommended for Position 1, am I guaranteed the number one spot? A. Microsoft Advertising Intelligence provides recommendations for bids based upon position; however, these recommendations are not conclusive. Variable factors impact placement such as the number of advertisers bidding, current bid prices and budget, term frequency, and geographic and demographic targeting. Q. Why doesn't the query number in Monthly Traffic for a month match the impression data in Pricing? A. Monthly Traffic (and Daily Traffic) numbers are based on exact search query data. Pricing numbers are based on ad impressions which are further segmented by the match type chosen. The numbers will not match as a result of this. Q. Why does a lower position have a higher average CPC than a higher position? A. CPC position can vary based on various factors, such as maximum CPC listed by the advertiser. For example, positions 1 through 3 could have a lower CPC than position 4 for one of your keywords. This happens when no ads were served for positions 1 through 3 for that keyword. Q. Could my keyword impression count be different from that in the Advertising Intelligence results? A. Impressions for monthly data is based on exact search queries on Bing.com and the MSN Networks. Pricing data is based on keyword impressions by all advertisers. Microsoft adCenter keyword reports are based solely on keywords served. Microsoft adCenter data has also been filtered to remove invalid impressions. Q. Is content match included in impression counts? A. Yes, you would get this information by using the Monetization KPIs ­ Content tool. Q. Why is my search result displayed in a new worksheet? A. If you select more than 100 cells or if your selection is inside a data table, Advertising Intelligence always creates a new worksheet to keep the Excel sheet clean. You can also choose to always create a new worksheet by clicking the Options button and selecting Display Settings. Q. In some queries, data columns are returned called Support, Score, and Impressions. What are these? A. The Support column displays the number of search queries. The Score column displays quality based on the number of queries. The Impressions column displays the number of ads shown for a given keyword. Q. How do I compare the scores from two different functions? A. Comparing scores from different tools is not meaningful, because the tools use different algorithms that don't use the same scales for their scores. Q. Is Advertising Intelligence information derived only from Bing and MSN Network data? A. No, metrics are also derived from adCenter data, and with the exclusion of the traffic and pricing tools, our tools also utilize data collected from crawling the Worldwide Web. Q. For results derived from the Pricing tool, why is the impression count sometimes vastly different for Positions 1, 2, and 3 for terms with high-bid density? A. There are different match types for the same keyword and it is possible to have different impressions for keywords served. For example, the query red shoes could result in the following keywords being served: Position 1: red shoes Position 2: shoes Position 3: red shoes A second search for red shoes could have results like this: Position 1: shoes Position 2: shoes Position 3: red shoes Monetization data would be displayed as follows: keyword position impressions red shoes 1 1

red shoes red shoes shoes shoes shoes

2 3 1 2 3

0 2 1 2 0

Q. Are the keyword generation tools (Keyword Wizard / Extraction / Suggestion / Popular Keywords) based on actual search queries or keywords in adCenter? A. Keyword suggestions are based on a variety of Web data and are not limited to search queries. Q. Can keywords be classified into more than one category (for example, apple can be both a fruit and a technology brand)? A. Keywords can be in multiple categories. By default, the program provides multiple categories, sorted by confidence. Q. How can I use Microsoft Advertising Intelligence to quickly generate relevant keywords to describe my websites? A. Relevant keywords can be quickly generated through either the Keyword Wizard or the Keyword Extraction tool. The Keyword Extraction tool extracts commonly used keywords from the selected website addresses, a process that allows you to see what keywords are in popular use on those sites. Q. How can I use Microsoft Advertising Intelligence to quickly create or expand a list of relevant keywords? A. Lists of suggested keywords can be quickly generated using the Keyword Generation tools. You begin by entering source keywords into Excel and then use these tools to expand the list to see other relevant keywords to build their campaign. Q. How can I use Microsoft Advertising Intelligence to forecast keyword search traffic? A. The keyword search traffic can be forecast 1, 3, or 6 months into the future, through either the Keyword Wizard or the Monthly Traffic tool. Both the historical queries (searches) for the past 12 months and the forecast quotes for the upcoming 1, 3, or 6 months are shown for each keyword. Q. How can I use Microsoft Advertising Intelligence to understand the seasonality of keyword searches? A. Viewing historical trends of keyword searches can give you insight into the seasonality of keyword searches, research you can do by using the Monthly Traffic tool. Q. How can I use Microsoft Advertising Intelligence to understand the localization of keyword searches? A. Through the Geographic tool, you can view the number of searches for selected keywords by city, state, or country, for up to 10 locations over various time periods. You can temporarily or permanently change these settings by clicking the Options button. Q. How can I use Microsoft Advertising Intelligence to understand the demographics of keyword searches? A. You can view the breakdown of searches in percent by gender and age group through the use of the Age Group and Gender tool. Select a range of time periods by clicking the Options button. Q. How can I use Microsoft Advertising Intelligence to obtain keyword KPIs, such as click-through rate (CTR), cost per click (CPC), impressions, and position? A. Keyword KPIs can be obtained through the Pricing tools.

Support

Q. Where else can I learn more about Microsoft Advertising Intelligence? A. You can visit the Microsoft adCenter Communities discussion forum to learn more about Microsoft Advertising Intelligence.

Q. Who do I contact for Microsoft Advertising Intelligence support? A. You can find Microsoft Advertising Intelligence support information on the adCenter website. Telephone: (800) 518-5689 E-mail: Customer Support e-mail website Easy Assist; please do the following: 1. Phone (866) 783-1045 to receive a Session ID from a Microsoft Support Professional. 2. Sign in to the Easy Assist site at http://support.microsoft.com/easyassist. Microsoft adCenter Blog Microsoft adCenter Communities discussion forum

Q. Why can't I find the Ad Intelligence tab in Excel 2007? A. 1. First, validate that you've successfully installed Microsoft Advertising Intelligence by clicking Start, clicking Control Panel, and clicking Programs and Features. 2. If you successfully find Advertising Intelligence installed, return to Excel, and open Excel Options. 3. Click Add-ins, click COM Add-ins in the Manage box, and then click Go. The Com Add-ins dialog box is displayed. 4. Select the Microsoft Advertising Intelligence check box, and then click OK. Note: If the above steps do not work, please contact support for Microsoft Advertising Intelligence. Q. I've successfully installed Microsoft Advertising Intelligence, but when I run it I get an error message regarding invalid user authorization. How do I resolve this? A. Before you can begin using Microsoft Advertising Intelligence, you must establish and test your connection to the KSP server, the storage center for all Advertising Intelligence data. All you need is your adCenter user name and password. Simply do the following: 1. 2. 3. 4. 5. 6. In Microsoft Excel, click the Ad Intelligence tab. Click the Options button. Select KSP Server. In the right pane, in the User name and Password boxes, type your adCenter user name and password. To test your connection to the KSP server, click Test Connection. A pass or fail dialog box appears. Click OK. Note: If your credentials aren't accepted or your connection fails, contact support for assistance. You may also try confirming your credentials on the adCenter site.

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