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BizReport : Search Marketing : January 18, 2007

Microsoft's Targeting Features to Predict Behavior

Microsoft is nearly ready to unveil their new adCenter model, hoping the new capabilities will help gain ground in the war over keywords. On Wednesday they previewed one new feature that boasts the ability to predict behavior, keyword performance and traffic.

by Kristina Knight

If online marketers could better predict keywords and behavioral results, they could grow the search advertising revenue stream exponentially.

Called the Keyword Services Program, the feature works by giving search marketers access to MSN's data. That access in turn can help them predict how a campaign will perform before it is started. In addition to the prediction tools, the new platform can predict the size of the demographic based on specific keywords and could predict how a search term is seen - as commercial or infomercial.

The new features could give Microsoft a bit of an edge over competitors Google and Yahoo, but it may be too little too late. According to the latest numbers from comScore, Google is firmly entrenched in the number one slot for search marketers with a commanding 47% of the search share. Yahoo has a little less than half of Google's numbers with 28% of the search share. Microsoft trails both giants with only about 10% of all searches.

Tags: behavioral targeting, search engines, search marketing, search marketing analytics

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