Online Commercial Intention Tool – Microsoft AdLab
Web page searches display two levels of commercial intent: informational and transactional. This tool can detect customer intent to acquire information or to purchase products based on their search queries or recently visited URLs. For example, if a customer searches for “canon digital camera”, it is likely that they want to purchase a canon digital camera; therefore, the online commercial intent is strong, with a confidence level larger than 0.5.
This tool can be used to find keywords that are commercial but have low ad coverage. From a SEM point of view, it is useful to find these keywords as they have low bid density (low price), but high commercial value. Similarly, for an advertising engine, this can help increase ad relevancy by displaying fewer ads if a keyword has low online commercial intent.
Tips:
1. While selecting a niche, it is better to choose keywords with values of commercial intention between 0.55 and 0.65 (for beginner marketers)
