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22.02.2014
Microsoft Advertising Intelligence (MAI) is one of the SEM tools most Advertisers don’t even know they wish they had. It is in some ways better than AdWords’ equivalent tools, and the Excel integration and wizard workflow are unlike anything AdWords makes available. The adCenter team invited me to help them announce their recent innovations at Search Engine Strategies New York last week. When you take a closer look at the tool, you may notice there are other features available as well. Keyword Generation is an important part of Paid Search throughout the lifecycle of an account. The tool will also expand based on related keywords and on search queries adCenter has seen that include your seed terms. This is a tool familiar to many SEO experts – it basically scrapes a webpage looking for relevant keywords. MAI will also produce historical and forecast traffic and monetization data (cost per click, clicks, average positions, etc.), and will break it down by match type.


All of the features exposed through MAI in Excel are also available directly through the API.
Be aware that the tool accesses adCenter via the API, and the volulme of requests is limited. The adCenter team is actively developing this tool, and we can expect future versions to show improved usability, more features, and hopefully more community support for Advertisers to share best practices around keyword generation.
Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. MAI provides API access to keyword extraction and generation, and historical and forecast metrics, all wrapped in a softward add-in that integrates with Excel. This is a terrific way to get seed terms and get a good starting list for new clients, or to double check your work across a list of URLs and a long keyword list. This is another example of where they are pushing the tools a bit beyond what is made available by AdWords, and in really useful ways. There is a tremendous opportunity to build data-rich toolsets from these features, but that discussion is beyond the scope of this post.


Individual advertisers might have success raising this limit by contacting their representatives. Content published on this Website may be reproduced or distributed in unmodified form for personal non-commercial use only. They have been quietly pushing a few features a bit further downfield than AdWords, and MAI (Microsoft Advertiser Intelligence) is one such tool. Any other use of the Content, including without limitation distribution, reproduction, modification, display or transmission without the prior written consent of DocSlides is strictly prohibited.



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