Microsoft Adlabs OCI Mystery Theater
Online Commercial Intent is Critical to Keyword Research
OCI, OCI, come out, come out wherever you are? Does anyone know where the Microsoft Adlabs OCI data went? Somewhere along the line last week, while performing keyword research for a client, I noticed that the tool used, which I like precisely because it merges Microsoft OCI (Online Commercial Intent) information and marries it with Google Keyword Tool data, was unable to retrieve the OCI data.
Click image for view of full resolution screen capture of keyword analysis sans Microsoft Adlabs OCI data
You will notice on this keyword research, the OCI column (one on the far right, column heading is covered up by tools definition of OCI) remained conspicuously blank. After several attempts to retrieve the OCI data within the tool, I decided to take matters into my own hands and go directly to the source, http://adlab.microsoft.com/ which the is the Microsoft Adlabs web page.
Much to my surprise, after several attempts, the following error message was the only feedback from Google Chrome: “This web page is not available.”
The web page at http://adlab.microsoft.com/ might be temporarily down or it may have moved permanently to a new web address.” Could this be a denial of service attack or a change in strategic direction by Microsoft Advertising Solutions.
Feeling confident that surely a search of Google News would turn up something, especially if I filtered the search results to be in the last 24 hours. But Alas. Nothing. Widen to the search to last week. Still nothing. OUCH!
OK. Time to get serious about researching where my source of OCI data went. Let’s twitter this dilemma and see what Microsoft Adlabs is saying or what at least what other Internet marketers hearing about OCI data availability. A search of Microsoft Adlabs returned minimal results. as seen by the image below.
Search term volume and competition data is necessary but not sufficient for complete keyword research
It seems like there are not too many other Internet marketers concerned about the loss of this unique perspective on keywords, namely, what is the commercial intent of a search. Is it informational like “how to open a PayPal account” or is it navigational like “official Nike website” or is it likely to be transactional like “find a fee-based advisor”? Maybe Coxymoney or jenovate can comment. Techies and marketers, where did our OCI friend go?
It seemed like Microsoft Adlabs OCI was the only source of data in the industry that was free, publically available and designed to measure the commercial intent of a keyword. Knowing the search volume and competition for certain keywords is necessary, but not sufficient. Having at least one trusted data source to determine the likelihood of a search term to convert was HUGE!
Mr. Microsoft Adlabs, can OCI come out an play? OCI, OCI, come out, come out, wherever you are! Those with info, do share!!
Rick Noel is an experienced digital marketer enabling businesses and organizations to grow through the Internet, while maximizing marketing ROI (Return On Investment). Rick is the CEO and Co-Founder of eBiz ROI, Inc., a full-service digital marketing agency located in Ballston Lake, NY.
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