Microsoft redesigned its AdCenter keyword tool in August as part of its most recent update to its pay per click advertising program. The tool provides “deep audience insights” as a complement for the Add-In beta for Excel that Microsoft released earlier, and it allows users to view detailed keyword research directly from their AdCenter dashboard.

Among the new features are “suggested keywords results,” which display new keyword recommendations, keyword searches in the last month, average ad CTR for the same keywords, and average CPC for those keywords across the MSN search network. Additionally, users can now select a collection of keywords and easily apply them to ad groups.

The new version of AdCenter also includes a section called Audience Insights, which allows advertisers to view demographic information along with search volume statistics for particular keywords. The available demographic information covers age, gender, and geographic location of searchers, offering advertisers a peek into the actual search audience for their keywords.

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