Commercial Intention Prediction? Maybe. But Commercial Value Requires Testing.
by Doug Hudiburg · 0 comments
in Research
I just read an interesting post from Ahmed KIRTOK about the concept of “Commercial Intention” in keyword selection.
I’ve been hearing a lot about this lately because Microsoft’s adCenter just released a Commercial Intention Tool that provides a scoring method of sorts for individual keywords and key phrases. The commercial intention score his purported to be able to predict the “intent” of the person using the search term.
I think this could be very useful for people using pay-per-click campaigns (of which I am not one). The idea does intrigue me because most marketers can tell, to some extent, which keywords are showing commercial intent and which ones aren’t. I would expect that with a huge database of information, Microsoft would be able to do a better job than the average individual.
If I was using pay-per-click campaigns to promote my products, the accuracy of commercial intent predictions would be fairly easy to test. For now, it’s just an intriguing idea.
Unless you can actually test Commercial Value of a keyword, Commercial Intent doesn’t mean much. But Commercial Intent could really help marketers narrow the field of likely keywords, which would be a huge help.
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