Here’s some more information about finding your target audiences for a product or service or keyword phase using MSN Ad Center.

Ad Center uses the MOSAIC Geo-Demographic system which only has a small number of clusters; most of the other systems have many more (ie: PRIZM has over sixty clusters and that’s just for the US).  

Still, with all it’s imprefections, we can get an idea of the audinces for a keyword. For Tattoos, my reseach showed me the main audience are "Metropolitan Strugglers" (the below writeup is from the Mosaic Global E-Handbook published by Experian).

Metropolitan Strugglers contain people who live in less sought after neighbourhoods in large population centres and who often battle against high levels of crime, drug addiction and social disorder as well as difficult physical environments. Often poorly paid in low skill service jobs such as office cleaners, parking attendants, security staff, transport workers, these people are seldom able to afford to buy their own homes and typically live in cramped rented apartments, very often in social housing schemes. Here those that are employed and who have partners and children are typically mixed in with a significant minority of others who may have lost their jobs, who do not have the skills to get a job, ex-offenders and drug addicts as well as single parents and people in transient household arrangements. The presence of these minorities often causes the most ambitious members of the community to leave, resulting in the continuing social decline of these neighbourhoods. These are areas where many households don’t have access to a car, where consumer credit is hard to come by and where it is often difficult to find retail outlets other than those that appeal to the discount market.

After watching an episode of Miani Ink recently - I think this description might fit a large chunk of the Tattoo audience.

In this chart - I matched Tattoo websites with the Geo-Demographic clusters that are most likely to go to those sites.  In the next post I’ll show you an example of how I got the audience profiling down to a keyword phase.