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by Lucy Griffiths on 6th October 2010
It is the quality and not the quantity of internet traffic that is important to paid search campaigns.
This is the advice of Search Engine Land commentator Kevin Gibbons, who stated that users of pay per click management services need to be attracting potential customers to their website rather than just passing visitors.
"It's possible that the keywords you're bidding on are not the most appropriate, causing the wrong kind of person to land on your pages and cost you a click," he stated.
Mr Gibbons added that employing specialised long-tail keywords is more likely to bring in relevant consumers and has the added advantage of costing less to bid on.
Earlier this month, Search Engine Land columnist Josh Dreller said that now is the perfect time for companies to enter the paid search market as the workflow problems that occurred in the early years of the industry have now been ironed out.