While reading WebAnalyticsBook today a rumor surfaced about a new Microsoft AdCenter Editor product - or a downloadable version of AdCenter - not sure which. Since I'm not really involved with Paid Advertising that much - I quickly read the post which covered AdCenter Labs Third Annual Demo Fest - I quickly went over to http://adlab.msn.com to look for myself and what changed.
In fact, here's the official fact sheet on all the new AdLabs changes. About 80% of the tool set is the same as before, so I won't go over that part. Here's what I found interesting about the new or improved offerings:
Under the Paid Search Offerings there's a new Keyword Forcast Tool that allows for the impression count and demographic predictions for a set of keywords:
| pet supplies | dog bones | dog house | |
| 01 - 2006 | 70619 | 4018 | 12088 |
| 02 - 2006 | 82796 | 5133 | 10646 |
| 03 - 2006 | 97037 | 5592 | 13926 |
| 04 - 2006 | 108190 | 4501 | 12337 |
| 05 - 2006 | 85476 | 5359 | 11102 |
| 06 - 2006 | 85130 | 5821 | 10844 |
| 07 - 2006 | 89893 | 5259 | 11202 |
| 08 - 2006 | 80591 | 4457 | 12981 |
| 09 - 2006 | 85583 | 5934 | 13257 |
| 10 - 2006 | 310703 | 7301 | 15239 |
| 11 - 2006 | 263865 | 6958 | 15663 |
| 12 - 2006 | 85683 | 6603 | 15541 |
| 01 - 2007 | 132207 | 8513 | 16691 |
| 02 - 2007 | 126062 | 9676 | 21036 |
| 03 - 2007 | 146319 | 12179 | 18714 |
| Age <18 (9.8%) | 20.41% | 20% | 20% |
| Age 18-24 (26.8%) | 18.64% | 20% | 20% |
| Age 25-34 (27.2%) | 19.02% | 20% | 20% |
| Age 35-49 (23%) | 18.97% | 20% | 20% |
| Age 50+ (13.2%) | 22.96% | 20% | 20% |
| Male | 54.44% | 50% | 50% |
| Female | 45.56% | 50% | 50% |
I could have provided a nicer chart but numbers were easier to put in this blog post.
What's interesting - the peak demand for Pet Supplies is in September - but I'm not sure I agree with gender assignments as my research shows a 70% Female audience for Pet Supplies while Microsoft's tool shows closer to the reverse. Don't bet the bank on tools like this - but it's interesting to look at anyway.
In may next post I'll cover another of the new Microsoft AdLabs tools.
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