Microsoft releases new tools for online advertisers

Microsoft (NASDAQ: MSFT) will be rolling out new tools and services soon to encourage more internet advertisers and producers to create better online ad campaigns, the software giant said this week. Naturally, the new tools will work with Microsoft's adCenter and Live Search environments. With competitor Google (NASDAQ: GOOG) collecting the lion's share of online advertising revenue, will these newer tools make a dent in that empire?

Perhaps a little. Nothing new here -- Google and Yahoo (NASDAQ: YHOO) tools are designed to work with their own search engines and related properties as part of an advertising customer recruitment and retention strategy. But, from looking at these tools, I'd hardly call them revolutionary.

One of the newer tools, which is being described as an "adCenter Add-in for Excel 2007," allows search ad customers to research the effectiveness of ad keywords by reach and targeting efficacy. If this just imports adCenter data into Excel, then this is a non-product. If the product imports adCenter data into Excel and performs a huge massaging of data to give specific suggestions to the Excel-using adCenter customer, then this is a good thing.

But it will take more than that for Microsoft to burst through the 10.3% market share stat it gleaned in September, compared to 57% for Google.

[Disclosure: I own MSFT shares as of 12-4-07]