Cool SEM Tools Just in Time for Summer	Visited: 3731 5.0/5.0 (5 votes total) Rate: Select 1 - Terrible 2 - Poor 3 - Average 4 - Good 5 - Outstanding
by Michael McVeigh July 11, 2008

As we head into the dog days of summer, the majority of online marketers are encountering diminished seasonality for their programs. Back when I began as a search marketer, summer was generally a quiet time to look for and test out the latest ingenious tools that promised to unlock the secrets of the search engine algorithm. Each new tool would offer a piece of the puzzle to help open the door to untold free traffic riches: Back Link Analyzers, Keyword Density Clouds, Spider Simulators and others.

But the types of tools that were the most fun were always natural search optimization tools. The number of exciting or even useful SEM tools provided by the channels were few and becoming fewer. Google’s estimator tools became more “black box-y”. When Panama was released, Yahoo yanked its search volume estimator tool for monthly keyword query volume. My colleagues and I did our best to weather these dark times by focusing on proprietary tool development to yield new insights. But tools you build yourself take time and they don’t inspire the kind of bolt from the blue excitement that makes you cry out, “Eureka! Where has that been all my life!”

Well, this summer is different. Paid Search marketers have a wave of new tools now available or pending release that allow them to target, predict and model search opportunity like never before. So, cancel out of that game of Minesweeper and check out these seven offerings that will help position your search program for unmatched success in Q3. And really, who still plays Minesweeper anyway?

1.) MSN adCenter Add-in Beta - This is a plug-in from Microsoft that allows you to research and build keyword lists directly within Excel. The data pulls from MSN Live Search and is viewable by geographic, demographic and PPC cost criteria. MSN really threw down the gauntlet to Google with this tool by adding real search volume data by user defined time periods. But, there is one catch: It only works with Excel 2007, so you’ll have to upgrade if you are using an older version. (Bright side: At least you don’t have to install Vista). Link: http://advertising.microsoft.com/advertising/adcenter_addin

2.) Google Keyword Tool Now with Search Volume – Well, that didn’t last long. Google has responded to the MSN Add-in by adding the feature everyone has been clamoring for. Gone is the near meaningless green bar hinting at search volume for recommended keywords. The numbers are rounded off, but you can toggle between broad, phrase and exact match types and get the most recent month and average monthly values. Thanks, Google! (And thanks MSN!) Link: https://adwords.google.com/select/KeywordToolExternal

3.) Google Media Planner: You’ll have to apply to be in this Beta, but if you plan online media buys, you’ll want it. Find almost any website by demographic criteria and get an overview of traffic patterns and visitor behavior, regardless if the site is in the Google content network or not. Great for competitive snapshots. https://www.google.com/adplanner

4.) Google Search Query Reporting: OK, this came out last summer, but still not enough search marketers use it. Run this regularly from your Adwords Report Center to find the impression, click and cost data for the search queries driving your program, and not just the keywords they match against. Honestly, that search for ‘pool tables’ is just not going to convert for your patio furniture campaign. Trust me.

5.) Negative IP Targeting: If you ran different Google campaigns on the same keyword at the national and local levels, before recently, you had to generally outbid your national campaign to serve the local one. Now, if you de-select the local regions from your national campaign, your campaigns won’t conflict and you won’t lose volume from searcher’s whose IP can’t be identified by region.

6.) MSN Desktop Beta: If you love Adwords Editor, and have ever wondered why the MSN AdCenter UI costs you so much more time for far less volume, there is hope. MSN has begun an invite only Beta to develop its own desktop tool to manage campaigns. Once you’re in, you’ll find the features and functionality oddly familiar.

7.) Facebook Targeting: PPC text advertising has gone social. What does that mean for you? Well, if you’ve ever wanted to serve targeted ads to twenty-somethings in Des Moines who are Wayne Newtown fans, this is your opportunity! Just interested in finding out how many are out there? Facebook’s tool will tell you for free. Great for settling wagers. Link: http://www.facebook.com/ads/