Explore Online Commercial Intention Research Tool
I have learned something new the last days. Dave from Daves Online Videos have given me a tip I didn’t know before.
You see Microsoft’s Adcenter Labs offers free use of the research tool named Detecting Online Commercial Intention.
You may type in a special url or keyword of interest then click ‘GO’. The tool will detect and show up the probability for three different factors and can look like this below for instance:
Result: Commercial (Page)
Probabilities for Each OCI Type:
NonCommercial Prob.: 0.43344
Commercial-Informational Prob.: 0.34256
Commercial-Transactional Prob.: 0.22401
Everything above 0.5 to 0.99 is said to be a good indicator for getting more sales from your website using that special keyword in your adwords campaign and website content. The higher score the better.
This will mean that the chance for turning a visitor to close a sale should be better if you choose a keyword with a higher OCI score compared to a keyword with a lower OCI score.
The detected score shown is said to be based on a lot of multiple and yet multiple factors, however, not shown for the ordinary user of this tool.
The perfect situation before setting up a new adwords campaign is when you find a keyword with low bid-density ie is cheap and this coming along with a high commercial valued factor. This situation should, supposingly, more likely, predict that a visitor searching for that keyword actually buy the product related.
I do not know how valid and reliable this online tool is but in any cases a very interesting resource if so.
If you want to know more about the findings around visitors online activity and their intentional behaviour you may go to this related publication http://www2006.org/programme/item.php?id=6016
Tags: adwords advertising preparation, bid density, consumer, detect, detecting commercial intention, explore, free online research tool, investigate good keywords to use in a campaign, labs, OCI, online visitors intentions, pre campaign, predict, probability, research, visitor behaviour