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PERSPECTIVE
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Quitters Search, Too!
How many of us have a habit we would like to get rid of? A safe estimate: just about everybody. Microsoft® has introduced a new pay-per-click, or PPC, advertising platform that enables advertisers to tap this enormous market. With MSN® adCenter, institutions and private firms offering services to consumers looking to kick a bad habit can reach the right audience at the right time.
When these would-be quitters look for help on-line, they have plenty of options. Note the number of matches returned by MSN® Search for these search terms:
- “Quit Smoking?—11 million
- “Quit Smoking Chicago?—373,000
- “Help Dieting?—1.5 million
- “Help Dieting Los Angeles?—80,000
- “Anger Management?—538,000
- “Anger Management New York?—386,000
- “Quit Biting Nails?—42,000
- “Quit Biting Nails Dallas?—8,000
Considering the amount of competition, PPC advertising may be the only way for a service provider to separate itself from the pack.
Whatever people want to give up, adCenter’s robust targeting capabilities make it easy to zero-in. PPC ads can be displayed based on the searcher’s geographic location, gender and/or time of search. With adCenter, advertisers can:
- Advertise heavily to smokers and dieters around New Year’s Day;
- Time ads for anger management support in concentrated urban markets or on Friday afternoons; or,
- Shape ads for dieters and nail biters for the female audience.
adCenter’s research tool, adCenter Labs, lets advertisers test their assumptions to achieve even greater accuracy. For the following search terms, Labs predicts the gender of searchers for these terms:
- “Quit Smoking?—36% male, 64% female;
- “Help Dieting?—20% male, 80% female;
- “Anger Management?—38% male, 62% female; and,
- “Quit Biting Nails?—23% male, 64% female.
Similarly, adCenter can predict a searcher’s age and on-line buying intent. Coming soon: ad delivery to social networks and a comprehensive “Behavioral Targeting System.?
Organizations that help habit-breakers are especially well-suited to capitalize on adCenter features. Being in the behavior business, they understand their clients and can predict how and when they will act. In addition, they often serve a local market and can make full use of geographic targeting. All things considered, these organizations should make a resolution to quit wasting ad dollars and get help from adCenter!
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