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by Mike Essex on 22nd September 2010
Pay per click adverts should be designed to bring in the maximum amount of profit possible.
This is according to Adam Goldberg, a columnist for Search Engine Watch, who explained that some users of pay per click management services can be overly concerned about improving the quality scores on which search engines assess their commercials.
But he said it can be forgotten that the most profitable adverts do not necessarily have the highest quality scores.
"Make sure that pay per click ad text you're running is the ad that does the most for your bottom line, not the search engines," Mr Goldberg stated.
Earlier this week, Jo Hainsworth, a member of the Google AdWords team, explained that companies running such campaigns can choose which search terms they do want their commercials to be associated with.
She said that by picking 'negative keywords', businesses can save on their marketing costs by making their ads only reach relevant internet users.