AdCenter Add-in for Excel

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Contents

[edit] adCenter Add-in for Excel

[edit] About

The adCenter Add-in for Excel 2007 is a Keyword Research and Search Engine Optimization tool (data source) powered by Microsoft’s Keyword Services Platform. The adCenter Add-in enables users to rapidly build out or expand keyword lists and plan keyword strategy based on a range of attributes such as relevance, historical traffic (with absolute numbers), historical cost, volume, geography and demographics. Data comes from Microsoft adCenter and Live Search.

  • Developer: Microsoft
  • Latest Release: January 8, 2008
  • OS: Microsoft Windows
  • Required Applications: Microsoft Excel 2007, adCenter Account
  • License: Proprietary EULA
  • Website: adverting.microsoft.com

Creating, monitoring, and optimizing ad campaigns and online informational content (basic Web pages) all require intelligent keyword strategy. At the core of every search engines’ Internet ad management products are a set of well-developed keyword technologies; and all of this points to the heart of Search Engine Marketing. More and more at the core of a well designed site, there are keyword technologies driving content and navigational decisions. What content should be prioritized? How do people look for information online? What language do they use to find what they are looking for? These questions can be informed through the use of the keyword technology delivered in the adCenter Add-in for Excel. This tool is similar to other tools referenced in Keyword Research, Sources of Traditional Paid and Free Keyword Research Data including among others; Google Suggest, and Hitwise.

Access to the adCenter Add-in requires Excel 2007 and an adCenter username and account, but otherwise it is provided at no cost. There is a 20,000 query daily limit for each adCenter username.

Image:AdCenter Addin for Excel.png

[edit] Features of the adCenter Add-in

The adCenter Add-in includes a wizard to generate keyword lists and associated data from a list of terms, from a URL, and/or from a vertical group. Then keywords relevant to specific URLs can be found, and it can suggest keywords for a specific ad campaign.

It can return keywords that have demonstrated unusually sudden and spiking traffic , keywords that reflect overall popularity per vertical for the designated time period and displays monthly keyword query volume/traffic and forecasts future volume numbers.

Keywords can be grouped, to enable viewing of keyword categorization concepts for selected keywords based on the word’s taxonomy.

Geographic grouping can be used to provide location information of searchers on the US Live Search site (which is accessed from other countries) for specific keywords at the country, state, or city level. Demographic grouping can be used to provide demographic information on searchers (by gender and age group) for a given set of keywords within a set time period.

Key performance indicators can be reviewed for the keywords of interest: clicks, impressions, position, click through rate, cost per click, and match type within a date range.

[edit] History

The adCenter Add-in was developed by the Keyword Services Platform team, a group spawned from Microsoft’s Ad Labs division. The Keyword Services Platform utilizes many of the keyword technologies developed in the Lab. The team itself is comprised of experienced data miners, programmers, and industry experts alike.

Keyword technology is an useful component of online applications, especially in the online advertising business. The adCenter Add-in for Excel is one example of data usage from the Keyword Services Platform.

adCenter Add-in for Excel Version 1.0 The first release of the tool in Beta format January 8, 2008

[edit] Programming

The Keyword Services Platform (which powers the adCenter Add-in), there is a set of Shared Services — a crawler, an in-memory data table, and word stemming. These shared services are used by different providers and executed by stored procedures.

The Provider Plug-In Framework, built upon Shared Services, contains a set of keyword service providers. Each provider adds specific keyword technology, for instance, keyword association, keyword extraction or keyword classification. There is also a Server Object Model.

A Stored Procedure (sproc) is another feature of the KSP. It consolidates and centralizes logic behind applications and makes selected sets of procedures available to providers. Developers may use .NET programming languages to write procedures that combine the usage of different providers or code additional business logic processing based on the output from a provider. The Services Container feature hosts all the Providers and sprocs, allowing them to be executed in parallel. The Security component handles permissions of calling different provider methods, as well as the sproc implementation. The Keyword API layer provides a set of standard web services for various keyword tasks. These services are based on Windows Communication Foundations and can be consumed by client applications (for example the Excel Add-in) or mash-ups.

[edit] References

[edit] Further reading

  • Wen-tau Yih, Joshua Goodman, Vitor R. Carvalho: Finding advertising keywords on web pages. WWW 2006: 213-222
  • Ning Liu, Shuzhen Nong, Jun Yan, Benyu Zhang, Zheng Chen, Ying Li: Similarity of Temporal Query Logs Based on ARIMA Model. ICDM 2006: 975-979
  • Honghua (Kathy) Dai, Lingzhi Zhao, Zaiqing Nie, Ji-Rong Wen, Lee Wang, Ying Li: Detecting online commercial intention (OCI). WWW 2006: 829-837
  • Lee Wang, Chuang Wang, Xing Xie, Josh Forman, Yansheng Lu, Wei-Ying Ma, Ying Li: Detecting dominant locations from search queries. SIGIR 2005: 424-431
  • ZhaoHui Tang, Jamie Maclennan, Pyungchul (Peter) Kim: Building data mining solutions with OLE DB for DM and XML for analysis. SIGMOD Record 34(2): 80-85 (2005)

[edit] External links