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International Search Summit - Microsoft adCenter
Sante J. Achille Nov 20, 2008 Ed Pushman - Microsoft adCenter presents the Microsoft Live Search product.
- Driving digital customer engagement - Microsoft has made many recent acquisitions, platforms and brands for people to use.
- Display and Search: more effective together - running display and search together has a much greater impact (x7), more time spent and greater number of secure pages visited.
- Presents Engagement mapping - they are creating an engagement modeling to measure the entire true value of a campaign.
- Microsoft Live Search Expansion of search40% unanswered queries50% queries require refinement high cost and commitment
- Live Search has an approx. 4.5% share UK YAHOO! 4.8% and Google 75.3%
- Algorithm and Index are important and have priority, now using multimap as mapping software
- Research Investment - Blind Taste Test, a comparison between Live.com and other search engines to test validity of the results
- Search behaviours: 3 categories Find, Discover, Explore - these are highly engaged in their exploring, the most interesting group
- Farecast - currently all around travel.A way to get the best price for travel or hotel (US innovation)
- Cashback - the provider will give you a cashback in your cashback account - you gather money in your account
- New search technology centre - european specific with new innovations that will be lead also in Europe, not only the US, trying to be more country specific.
- Most activity has been concentrated on making the search product better before any further branding of the live search product.
- It’s harder to bring back users that have had a bad experience.
- New tools for the adCenter have ben released - adcenter desktop tool now available, this was the N. 1 request of users - designed around office 2007, now in beta available to premium clients, now the excel plugin - allows to do research on keywords an keyoword suggestions.
- adExcellence is the Online Educational Tutorial website to learn all about adCenter (www.adExcellence.com) there is also an adCenter Community (adcentercommunity.com)
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