AdCenter Could Have Demographic Edge

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Unlike Yahoo or Google, MSN provides a variety of demographic data for its marketers to utilize when creating and modifying campaigns.

A report from Internet Retailer cited comments from one search expert on MSN adCenter’s effectiveness. 360i chief strategist Dave Williams said in the story his firm now sees better results from MSN than it does from Google or Yahoo:

The reason for the better results through MSN AdCenter, which is still in a beta test, is its ability to provide marketers with demographic data, including age, sex and home city, Williams says. Google and Yahoo don’t currently offer similar demographic data.

With that data, the marketer can continually research which keywords work best for the demographic being targeted. Tweaking a campaign on the fly can lead to higher conversions as improved keyword data replaces less effective data.

What MSN lacks right now, the article noted, is a greater share of the overall search market. MSN Search has less than 11 percent of search share. To contrast, Yahoo has 21 percent, Google 48 percent. Microsoft has launched a three-month promotion on MSN Search that rewards searchers of secret keywords with prizes, in an effort to increase that share.

Recently, MSN senior VP David Cole stepped down to take a leave of absence from the company.

The Valleywag website displayed a copy of the memo they received that was sent by Cole to MSN staffers; Cole said he would be taking a one year Leave of Absence for personal reasons.

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David Utter is a staff writer for WebProNews covering technology and business.

AdCenter Could Have Demographic Edge
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