On a Tight PPC Budget? Get Help from Your MAIT
Anyone currently managing PPC accounts knows that there is always pressure to stay within budget and optimally allocate this budget. The relatively new Microsoft Ad Intelligence Tool (MAIT) helps do just that. Embedded within Excel, the tool has the ability to draw monetization data from adCenter and spit it out for you right in your spreadsheet. What this means is that, while working with your keywords in Excel, you can view the average impressions, CTR, and CPC for each keyword in each match type and position for up to a month prior.
This information can give you an approximation of what various keywords and ad groups may cost for the month ahead. If you know your conversion rates, than you can even predict your CPA, CPR, or CPO. This helps in allocating your MSN budget as a whole and for optimally carving the pie within your adCenter campaign. What this information also does, is allow you to identify any areas of low competition and CPCs (cost-per-click). CPCs for various keywords tend to fluctuate, depending on what competitors are bidding on at the moment. By analysing the monetisation data, you will be able to identify any cheap clicks. If you haven’t already, I suggest you download this free tool now.
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