The research team at Bing Ads has teamed up with the Intent Lab to help marketers learn their customers’ behavior alongside their online journey as the searcher progresses.
The partnership by using artificial intelligence (AI) intends to make personalized marketing a reality that will help marketers in strengthening relevancy and engagement of their brand.
“Search is a behavioral insights machine,” Bing Market Research team said, Thursday.
Intent Lab is a joint research unit of Performics and the Northwestern University Medill School of Journalism, Media and Integrated Marketing Communications that studies online consumer purchasing behaviors.
The Intent Lab’s Intent Scoring Algorithm has revealed several insights about the consumers buying decision-making in their online journey at each stage.
Additionally, the algorithm also shows users more likely clicks an ad when the advertising matches their mindset.
The initial insights focus on the relationship between words used in users’ search queries and those used in ads.
As an example, when a user searches for terms such as “how” or “what” — considered as abstract — “they are more likely to click on an ad written using similar abstract language.”
Consumers are also more likely to click on ads that feature concrete language based search terms, such as “best” or “top” are used.
“The words used in search queries can reveal the mindset and intent of the consumer, and this information can then be used to get in sync with consumers in their search and decision-making process.” the team wrote.
For example, “the algorithm helps us better understand the abstract thinking consumers employ early in the purchasing journey, and how their thinking becomes more concrete as they move closer to a purchase goal and begin searching for things like price or location of purchase,” wrote the team.
The company is offering a webcast on December 6 at 8 a.m. PT where marketers can learn about “how to align advertising to consumer mindset and improve clickthrough and conversion rates.
Interested marketers can register here.
In other Bing news, Microsoft has integrated its Bing Search capabilities into SwiftKey, a third-party keyboard for Android.
This allows SwiftKey users to quickly conduct searches as they type and share anything from the web.
While on SwiftKey, simply open the toolbar by tapping on the “+” on the top left, and select the search icon to begin typing a search query into the search box.
Users can access rich search results powered by Bing Search in just a few taps.
Even more, users can easily take a screenshot, or crop and share the result.
Here is a screenshot showing the Bing Search powered SwiftKey: