Although it can’t compete yet on volume of searches, Microsoft Corp.’s new demographics-data-driven MSN AdCenter search engine marketing service is producing better results for advertisers than Google or Yahoo, a search expert says.
“We’re seeing better results on MSN than on Google or Yahoo,” Dave Williams, chief strategist of search engine marketing firm 360i, tells Internet Retailer.
The reason for the better results through MSN AdCenter, which is still in a beta test, is its ability to provide marketers with demographic data, including age, sex and home city, Williams says. Google and Yahoo don’t currently offer similar demographic data.
By offering various ways to analyze that data, AdCenter makes it possible for marketers to continuously modify their search campaigns to demographic groups with particular keywords, says Jed Nahum, director of product management for MSN AdCenter.
Although MSN is hoping its new demographic service will help it gain ground on Google and Yahoo, which dominate the search market, the Microsoft unit sill needs to add volume of searchers.
As of last December, Google controlled 48.8% of the search market, followed by Yahoo at 21.4% and MSN at 10.9%, Nielsen/NetRatings reports.
Google and Yahoo, meanwhile, have hinted they may eventually each offer a demographics service of their own. “I anticipate there will be continuing innovation among search engine competitors,” Nahum says. “We’re blessed with great competitors driving interest for advertisers. It’s not a situation in which any one of us will rest on our laurels.”
Back...
