Keyword Research With The Excel Bing Ads Intelligence Add-in

Tweet One of the greatest things about working in the Search Industry is the copious amount of data that we get to play with. I have a quantitative background with an undergrad in electrical engineering and in my former life was a forecast analyst. I love numbers and the ability to pull insights from data.

A difficulty that most Canadian search professionals have is that given our proximity to the United States we rarely get access or insights into the Canadian market. Speaking to a local search professional, he exclaimed that his eyes glaze over when he reads articles from people that are trying to infer Canadian insights from US data.

With the Bing Ads Intelligence Tool you can get data on the 14 million unique searchers on the Yahoo! Bing Network in Canada[1] with a click of a button.

The Bing Ads Intelligence tool is a research tool that allows you to build and expand on your keyword list, gather research on keywords, and help generate potential traffic for those keywords through an Excel interface. Its an extremely powerful tool that allows you to peer into how keywords perform in Canada, United States France, UK, India and Germany.

1. First step is to go and download the Excel addin here
2. After you install Bing Ads Intelligence, a tab will appear called Bing Ads Intelligence

3. Next, sign in with your Bing Ads account, select the Country / Region and the language that you would like to do research in. If you don't have a Bing Ads account you can easily create one at: https://bingads.microsoft.com

4. After that you are ready to go!

There are many cases where you can use Bing Ads Intelligence in PPC (pay per click) Campaign management but one of the best uses is the Keyword Research Template tool. Imagine you were asked to create a PPC campaign on Winter Tires. You may wish to find out the demographic information, gender breakout, volume of searches and even other search trends. By downloading Research Template, a dashboard will be created giving you insights into this keyword.

1. First select the Keyword Research Template and the Search Insights Dashboard

2. You'll be prompted to download a template; don't forget to Enable Editing and Enable Content
3. The fields, which are shaded in yellow, allow you to set your parameters to research: keyword, device and date range
4. After your parameters are set, select Refresh All on the Bing Ads Intelligence Tab

5. You now have Canadian keyword research all done in the span of 5 minutes. Note a current limitation of the tool is that there isn't any provincial insights

Feel free to leave a comment and tell me about the Bing Ads Intelligence experience.

Andrew Yang is a Search Evangelist for Microsoft Canada. He is responsible for educating, promoting and evangelizing the Bing Ads platforms. This includes support for Bing Ads Web, Bing Ads Editor, Bing Ads Intelligence, API and the various social media platforms that Bing Ads is on.

http://community.bingads.microsoft.com

 

Clever Keyword Research

Richard Baxter from SEO Gadget has released a keyword research tool that does some particularly clever things. I’ve been using it for a while now, and it’s clear that there’s been a very big focus on usability as well as a focus on it providing you with something that’s instantly actionable.

The set-up process is very straight-forward. You first add your URL, and then sync it up with your Google Analytics account – this step is optional, you can skip the GA import and just copy and paste the keywords you want it to focus on (useful if you’re using a different analytics package to Google Analytics). The tool then runs through all of the selected keywords – the ones you’ve manually put in, or the ones that have driven traffic to the site if you’ve used the Google Analytics option – and checks your ranking for that term, along with the estimated search volume (on exact match) from Google’s keyword tool. The ranking data can take a while to be gathered, depending on how many keywords you’ve added, but the search volume appears remarkably quickly. You are then presented with your keywords, graphed with where they rank, what their rough potential is based on the expected search volume and by how much traffic they’ve actually sent you.

You’re then free to start creating categories and filters.

One of the main features is being able to group sections of your keywords into categories. For example, the default category is ‘Brand’, and automatically includes all of your brand terms. You can create your own categories if you want to further seperate things out – for example, if you’re a clothing retailer, you can create a category for things like ‘shoes’ and ‘boots’, one for ‘jeans’, and so on. As an example, the graphs used here are from a snowboard site that I own – I have categories for “brand name”, “boots” and “boards”.

The one thing that I’d really like to see is a negative option, so you could create a category that *doesn’t* include your brand terms. That change would mainly benefit sites that have a huge amount of longtail brand traffic that are using the GA import option, although it’s far from essential.

Setting up categories is ridiculously easy, and gives you the ability to quickly drill down into particular product areas (especially useful if you’re dealing with a huge data set). This is particularly useful for retail sites, as you can seperate out product types easily and quickly.

Filters allow you to manipulate your data by setting up rules – rules like “show me keywords that have a search volume greater than 1000 according to the AdWords keyword tool, that I rank at the bottom of page 1 for and that sent me at least 50 visits”. This is what that rule would look like:

Easy.

You’re then free to slice and dice the data to how you see fit – as an example, I now have a list, in order of priority, of which terms I should go after if I want to sell more snowboards:

The graph has been filtered to only show keywords that mention “boards” or “snowboards”, that have sent traffic to the site already and where I’m not ranking in the top 5.

The real beauty in this is the speed at which you can slice and dice the data. If I wanted to focus on boots, or snowboard bindings, I can be up and running within seconds. That’s especially useful if you have a large site with a lot of potential categories. The best way to see it in action, though, is to actually play with it – Richard has been kind enough to give out a coupon. At the sign up page, if you use the coupon code SHARKSEO, you can get 1 month free.

Flickr image by C.SooHoo.

Source

Keyword Research With The Excel Bing Ads Intelligence Add-in

Tweet One of the greatest things about working in the Search Industry is the copious amount of data that we get to play with. I have a quantitative background with an undergrad in electrical engineering and in my former life was a forecast analyst. I love numbers and the ability to pull insights from data.

A difficulty that most Canadian search professionals have is that given our proximity to the United States we rarely get access or insights into the Canadian market. Speaking to a local search professional, he exclaimed that his eyes glaze over when he reads articles from people that are trying to infer Canadian insights from US data.

With the Bing Ads Intelligence Tool you can get data on the 14 million unique searchers on the Yahoo! Bing Network in Canada[1] with a click of a button.

The Bing Ads Intelligence tool is a research tool that allows you to build and expand on your keyword list, gather research on keywords, and help generate potential traffic for those keywords through an Excel interface. Its an extremely powerful tool that allows you to peer into how keywords perform in Canada, United States France, UK, India and Germany.

1. First step is to go and download the Excel addin here
2. After you install Bing Ads Intelligence, a tab will appear called Bing Ads Intelligence

3. Next, sign in with your Bing Ads account, select the Country / Region and the language that you would like to do research in. If you don't have a Bing Ads account you can easily create one at: https://bingads.microsoft.com

4. After that you are ready to go!

There are many cases where you can use Bing Ads Intelligence in PPC (pay per click) Campaign management but one of the best uses is the Keyword Research Template tool. Imagine you were asked to create a PPC campaign on Winter Tires. You may wish to find out the demographic information, gender breakout, volume of searches and even other search trends. By downloading Research Template, a dashboard will be created giving you insights into this keyword.

1. First select the Keyword Research Template and the Search Insights Dashboard

2. You'll be prompted to download a template; don't forget to Enable Editing and Enable Content
3. The fields, which are shaded in yellow, allow you to set your parameters to research: keyword, device and date range
4. After your parameters are set, select Refresh All on the Bing Ads Intelligence Tab

5. You now have Canadian keyword research all done in the span of 5 minutes. Note a current limitation of the tool is that there isn't any provincial insights

Feel free to leave a comment and tell me about the Bing Ads Intelligence experience.

comScore qSearch (custom), December 2012. jQuery(document).ready(function($) { window.setTimeout('loadLinkedin_35549()',1000);window.setTimeout('loadGoogle1_35549()',1000); }); function loadLinkedin_35549(){ jQuery(document).ready(function($) { $('.dd-linkedin-35549').remove();$.getScript('http://platform.linkedin.com/in.js'); }); } function loadGoogle1_35549(){ jQuery(document).ready(function($) { $('.dd-google1-35549').remove();$.getScript('https://apis.google.com/js/plusone.js'); }); }Written by Andrew Yang

Andrew Yang is a Search Evangelist for Microsoft Canada. He is responsible for educating, promoting and evangelizing the Bing Ads platforms. This includes support for Bing Ads Web, Bing Ads Editor, Bing Ads Intelligence, API and the various social media platforms that Bing Ads is on.

http://community.bingads.microsoft.com

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