osoft Ad Solution: Targets shoppers based upon categories and uses keywords as “boosters”.
Microsoft just announced a new non-targeting solution that allows brands to use keywords without having to worry about traditional keyword targeting. This approach is designed to maximize reach, performance and advertising revenue for advertisers.
Limitations of traditional keyword targeting. Search advertising in retail media has been dominated by keyword targeting. But, only focusing on keywords can reduce a campaign’s effectiveness and decrease spend-through, which could limit retailers’ revenue potential. Keyword targeting is less effective because shoppers who visit retail websites browse through more categories than they do specific products.
Keywords and category-based targeting are possible. Microsoft PromoteIQ created a solution to address the problems of traditional keyword targeting. It uses keywords to boost campaign bids and targets shoppers based on their browsing habits. This hybrid approach allows advertisers access to both audience behavior and results in better performance for both advertisers and retailers.
Benefits. This new solution allows advertisers to increase their bids by using keywords that shoppers search for specific products. This increases the chance of conversion from purchase intent to a sale.
On the other hand, retailers can improve their website experience by using product taxonomies. This makes it easier for shoppers find what they are looking for. Microsoft’s AI-driven algorithms can help deliver more relevant ads by combining keyword boosting and category-based targeting. This will enhance the shopping experience.
Efficiency in Campaign Administration. This is a new way for advertisers to manage their campaigns. Instead of having to do extensive keyword research and create a detailed keyword list, this solution requires that they only test and keep a handful of high-performing keywords. Retailers should see a greater demand as they don’t have to manage extensive keyword lists.
Early testing. Tests have shown impressive results from this unique approach. Microsoft states that campaigns that target by keyword and boost bids for them have a 320% higher click through rate (CTR).
Dig deeper. You can read the Microsoft announcement here.
Why do we care? The latest in category-based targeting and keyword leveraging is meant to increase revenue and sales for retailers and advertisers while also providing exceptional shopping experiences for shoppers. Advertisers interested in the new product should try it.
Visit the Microsoft PromoteIQ website to learn more or to inquire about their services.
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