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by Mike Essex on 13th May 2010
Businesses are being told that Google’s "interest-based" advertising may be a good way to boost pay per click returns.
Writing in Search Engine Land, Melissa Mackey noted that although there are no guarantees of return on investment with AdWords, this may be a good avenue because a company only has to pay when an online user shows enough interest to click on their link.
The online marketing manager told readers that Google’s approach offered an advantage over traditional methods of ad buying, which not exclude "poor-performing sites".
She also warned industry professionals, which may include those who use pay per click services, that image-led promotions do not necessarily need to be adopted by every organisation and could assist those organisations with smaller budgets.
However, she advised peers to test and retest both pictures and text to find out the one that works best for their brand.