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by Mike Essex on 12th January 2011
Companies might consider implementing more than one pay per click (PPC) campaign, but they need to keep all their operations up to date in order to get the best results.
This is the advice of Search Engine Land contributor Matt Van Wagner, who suggests any changes made to one service should be applied to the other.
"One of the big challenges to managing PPC campaigns across two networks is keeping the campaigns up-to-date," he suggests.
Users of pay per click services may therefore consider using the same negative keyword strategy for both platforms, with AdWords and adCenter the two main mediums.
Mr Van Wagner advises firms to keep track of their Google ad groups if they use negative exact matches, because there is no equivalent to this in adCenter.
Those keen to learn more about AdWords might consider joining a free online course being held by Inside AdWords today (January 12th) at 15:00 GMT.