Keyword Services Platform - Applications of The KSP

Applications of The KSP

The Keyword Services Platform incorporates keyword technologies from Microsoft adCenter Labs and other Microsoft Research groups. Keyword APIs can be consumed by third-party business applications from paid search, content advertisements, behavioral targeting, presale business intelligence apps, and so on.

The KSP can be used in advertising campaign creation and management:

• The Keyword Association provider can help advertisers generate a set of the most relevant keywords for a campaign, leading to more efficient planning and improved return on investment.
• The Keyword Forecasting provider can help advertisers to understand traffic history and trends, and eventually help to manage an integrated campaign budget that makes seasonal allowances.
• The Keyword Extraction provider can extract the important keywords on a publisher's webpage, helping to identify what advertisements should be served for that page, thus facilitating landing page analysis.

The KSP can also be used in behavioral targeting and display advertising:

• The Keyword Demographic and Geographic Distribution providers can help advertisers understand various customer segments and their keyword usage patterns, leading to more effectively targeted advertising and a decreased overall spend.
• Keyword Association providers can help to expand existing customer segments to include other customers with similar interests based on language patterns.