Out of the Fog Marketing

We all know determining the right keywords for your business' natural and paid search ad campaigns is vital. However, the searchers intent can be quite different when it comes to purchasing your goods or services. For example, the term "Michigan marketing" has a higher volume of searches, but we get more business from searches of the term "Michigan marketing firm".

But how can a business evaluate purchase intent upfront? Enter Microsoft AdCenter's Online Commercial Intent tool. Microsoft claims the tool can evaluate a visitor's intention to buy, sell, or complete a transaction. Simply type in your keyword and select "query". We found the data at least qualitatively compelling.

For example, the probability of commercial query for "Michigan marketing" is 35%, while the commercial intent of a user typing in "Michigan marketing firm" is 65% which is consistent with our historical metric tracking.

Labels: google adwords, keyword analysis, online advertising, pay per click, purchase intent