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Unread 22nd September 2008, 04:19 PM   #1
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Default How reliable is Microsoft's OCI? Should I pursue a keyphrase with low OCI?

I found a good key phrase to optimize for and it has very good traffic. However, according to Microsoft's Online Commercial Intention calculator, people who are typing this, are only looking for information.

The other keywords for the same segment of people are much more competitive than this...

What do you guys think?
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Unread 22nd September 2008, 05:12 PM   #2
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Default Re: How reliable is Microsoft's OCI? Should I pursue a keyphrase with low OCI?

I have used OCI and had mixed results, are we talking about results of 0.40 or lower?

The ones that have worked well for me are 0.80 and above, but then to me these keywords read as buying keywords anyway.

A tool is never going to be 100% accurate. I'd treat it as a guide only.

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Unread 22nd September 2008, 05:22 PM   #3
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Default Re: How reliable is Microsoft's OCI? Should I pursue a keyphrase with low OCI?

My keyword is 0.38

Anyway, I'll try to rank for it and see what happens...
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Unread 22nd September 2008, 05:43 PM   #4
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Default Re: How reliable is Microsoft's OCI? Should I pursue a keyphrase with low OCI?

Quote:
Originally Posted by msafi View Post
My keyword is 0.38

Anyway, I'll try to rank for it and see what happens...
Still worth a go, as I say a tool like this is never going to be 100% accurate.

Cheers
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Unread 22nd September 2008, 11:24 PM   #5
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Default Re: How reliable is Microsoft's OCI? Should I pursue a keyphrase with low OCI?

The OCI keyword tool is based on a sample size of three interns, if you read the original research that led to the creation of the tool.

If my stats prof had seen that he'd have failed them all the way back to kindergarten - your own selection based on marketing experience and 'gut instinct' are likely to be more accurate and useful for your campaigns than the OCI tool.

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Unread 23rd January 2011, 08:11 AM   #6
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Default Re: How reliable is Microsoft's OCI? Should I pursue a keyphrase with low OCI?

I want to raise up again this matter, since it's been more than 2 years from this thread started.

If I'm not mistaken, this tool have failed before, and recently Microsoft announced that this tool come to be useful again.

Anyone had any experience yet?
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Unread 30th January 2011, 06:13 PM   #7
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Default Re: How reliable is Microsoft's OCI? Should I pursue a keyphrase with low OCI?

Hi

This is a very old thread that starts with a negative take of the OCI. I didn't know that the OCI tool had been around that long.

However, I attended an online seminar within the last 30 days that covered the OCI in some detail as part of a 6 step process to select money keywords. I've since use that process to pick keywords for a couple of sites. Since I just launched both sites, but its too early to know. Plus, we're dealing with a ton of variables in addition to OCI.

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Unread 30th January 2011, 08:03 PM   #8
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Default Re: How reliable is Microsoft's OCI? Should I pursue a keyphrase with low OCI?

May I ask why the effort is being put towards Microsoft, which I beleive was still MSN and not Bing at the time of the original post?

I would neve use it because of it being Microsoft. lol

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Unread 4th March 2011, 12:23 PM   #9
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Default Re: How reliable is Microsoft's OCI? Should I pursue a keyphrase with low OCI?

According to Microsoft's adCenter Labs:

Detecting Online Commercial Intention
Web page searches display two levels of commercial intent: informational and transactional. This tool can detect customer intent to acquire information or to purchase products based on their search queries or recently visited URLs. For example, if a customer searches for "canon digital camera", it is likely that they want to purchase a canon digital camera; therefore, the online commercial intent is strong, with a confidence level larger than 0.5.

This tool can be used to find keywords that are commercial but have low ad coverage. From a SEM point of view, it is useful to find these keywords as they have low bid density (low price), but high commercial value. Similarly, for an advertizing engine, this can help increase ad relevancy by displaying fewer ads if a keyword has low online commercial intent.


Source link:
http :// adlab.msn.com/online-commercial-intention/
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