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BizReport : Search Marketing : October 22, 2012

Microsoft: Adchemy integration increases relevance for Bing searchers

One year after Microsoft tapped Adchemy for their Bing search engine, the software giant reports search users are seeing more relevant query results, which is helping advertisers increase engagement. Through the partnership Adchemy and Microsoft create IntentMaps, focusing on the intent of the search rather than simple keyword based results.

by Kristina Knight

"Advertisers managing campaigns on Bing Ads know their ads are reaching an audience that is significant, unique, distinct and highly valuable. Understanding intent is a critical factor in improving the online experience, and our relationship with Adchemy helps advertisers recognize the intent behind a user query to deliver a more compelling experience," said David Pann, general manager, Search Network, Microsoft. "We look forward to working with Adchemy to bring the power of IntentMaps to even more Bing Ads advertisers."

Search marketers are getting a leg-up from the integration between Adchemy and Microsoft on the Yahoo/Bing Network according to the companies. One year after their partnership began the two have created more than 100 'intent maps' which help deliver more relevant ads to searchers and increases search ROI for advertisers. The results base search results on the intent of the query rather than simple keywords.

"We have a very ambitious vision of transforming this space to helpsolve the problems of search and digital advertising by using intent," said Murthy Nukala, founder and CEO, Adchemy. "Reaching the 100 IntentMap milestone validates both the enormous opportunity for search advertisers that still exists and the value that focusing on User Intent can bring to consumers and advertisers alike."

IntentMaps generates highly relevant ad copy; that copy is display through themed groups that increase the relevancy to the consumer. According to Adchemy campaigns have seen a 436% in traffic-generating keywords (average) and have seen a 700% increase in the number of ads based on the mapping system.

Tags: Adchemy, Bing, paid search, search marketing, search trends

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