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by Lucy Griffiths on 1st September 2010
Click-through rates can be improved by the simple measure of ensuring advertising copy is relevant to a user's search query.
This is the suggestion of Scott Smigler, a contributor to the Practical Ecommerce website, who noted that pay per click campaigns should typically be aiming for click-through rates of between one and three per cent.
Along with creating keyword-relevant content, Mr Smigler suggested that online marketers should be aiming to "communicate a meaningful value proposition" in their adverts.
They would also be well advised to be constantly testing out new copy, which should include calls to action that "beg for the click".
Last month, Search Engine Journal commentator Ann Donnelly noted that pay per click campaigns can be especially effective when combined with SEO efforts.
She said that pay per click can help direct hits to a new website, while link building can aid SEO campaigns and gradually improve search engine rankings over time.