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How to use Microsoft Advertising Intelligence to build your keywords list?

How to use Microsoft Advertising Intelligence to build your keywords list?

I have a question. Are you saving your list of keywords in an excel sheet after doing your keyword research from keyword tools like Google Ads Keyword Planner or Bing Ads Keyword Research Tool? If you do, did you know that you can further improve your keyword strategy by integrating a valuable tool into Microsoft Office Excel? If not, I will tell you how.


We all know that before you run ads or PPC campaigns, getting keyword ideas and identifying potential keywords to use is essential. It is important to build a list of keywords because it will be the search terms that you will apply to reach your target audience, have a good quality score, and better bidding strategy. With this tool, keyword expansion and keyword analysis become simpler.


Interestingly, Microsoft created a keyword planner tool that you can use directly through excel. It is called Microsoft Advertising Intelligence. Here, we’ll identify the advantages of using it, how to set it up, and its valuable functions.

What is Microsoft Advertising Intelligence?

Microsoft Advertising Intelligence (MAI), or previously known as Bing Ads Intelligence, is a free keyword planning tool that you need to set up as an Excel add-in to help you enhance and broaden your keyword lists. It offers keyword research templates, keyword suggestion tools, and allows you to measure keyword performance that you can use for campaign improvement. It automatically gets rid of duplicate account keywords from expansion results, so you have better keyword discovery.


Microsoft adCenter stated that with MAI, you can have the following benefits:

  • An extensive list of keyword suggestions - It offers up to 200,000 words.
  • Easily align with Microsoft Advertising policies - It enables you to filter adult/brand terms from your expansion results.
  • Intensive keyword analysis and data from Microsoft Search Network - It provides valuable insights such as customer searches, historical statistics, search volume, keyword opportunities, and keyword search trends that help you improve your keyword usage and campaign performance.
  • Improve search campaigns keywords - It allows you to determine the best keyword match types and keyword phrases relevant to your potential customer.
  • Customize bid strategy - It lets you set bid estimates, cost estimates, or your campaigns’ daily budget adequately since there's pricing data for keyword-specifics metrics that you can refer to.

How to set up MAI?

Setting Bing Ads Intelligence is very simple. You just need to do the following:

  1. Download the Microsoft Advertising Intelligence installer.
  2. Run the file named “setup” and click on “Install”.
  3. Once it’s installed, you will see the “Microsoft Advertising Intelligence” add-in tab in the Excel interface.
  4. Click on “Keyword Performance” so it will give you the option to sign in using your Microsoft Advertising username and password, or sign in with your Microsoft account.
  5. Select the account that you want to download, then click “OK”.

Different functions under Bing Ads Intelligence

Here are the functions that you can use under MAI that will help you generate lists of competitive keywords, detailed estimates, and default keyword bids.

  1. Keyword Suggestions - Generate a list of suggested keywords based on the keywords you’ve selected.
  2. Traffic - Generate traffic data for the specified keywords.
  3. Keyword Performance - Generate the following historical performance data for the specified keywords: clicks, impressions, CTR (Click-through rate), CPC (Cost-per-click), total cost, and average bid.
  4. Keyword Research Templates - Download templates to create charts and graphs of your research results.

The following options are under the “More Research” drop-down menu:

  1. Webpage Keywords - Generate a list of keywords related to a webpage.
  2. Keyword Expansions - Generate more keyword ideas based on the keywords you selected in the sheet.
  3. Searches With Your Keyword - Generate a list of searches that contain the specified keyword.
  4. Associated Keywords - Based on the selected keywords, generate a list of keywords that other advertisers are bidding on.
  5. Related Searches - Create a list of searches from the Bing Related Search results.
  6. Keyword Categories - Generate a list of business categories that apply to each of the specified keywords.
  7. Search-User Location - Generate a list of locations within a country/region that had the most searches on the specified keywords.
  8.  Age Group & Gender - Generate age and gender percentages for the specified keywords over the previous 30 days.
  9. Bid Estimation for New Keywords - Generate bid suggestions and estimated keyword performance data for new keywords.


This keyword planner tool has a lot to offer, even though it is not a paid-subscription tool. It allows you to create effective keyword lists, select negative keywords, and the best keyword match option to maintain relevance with your custom audiences. It can help you set your monthly spend limits reasonably and the leverage of your campaign level.

TAKEAWAYS

Microsoft Ads Intelligence is a must-have keyword planner tool for all types of advertisers. It does not just improve your keyword lists and bidding strategy but also provides more marketing ideas. It can surely help you develop smart campaigns that will keep your current customer and attract a new, high-quality audience.


This is a PPC expert advice: Always consider MAI in your online tools when doing campaign optimization. You will be surprised that your individual campaigns generate higher traffic estimates and conversion rates compared to before. We, advertisers, should be thankful for the existence of this tool because it makes our jobs easier.

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