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by Samantha Noble on 16th September 2010
Businesses seeking to make the most out of their pay per click campaigns need to have a well thought-out strategy.
This is according to Search Engine Land columnist Josh Dreller, who told users of pay per click management services that it is important to regard campaigns as being in a "continuous testing environment" where the best value is always being sought from the service.
"Successful paid search requires a very systematic approach to evaluating your accounts, strategic bidding and a research mindset," he added.
Mr Dreller went on to recommend techniques such as using specific keywords rather than broad ones as a good way to increase click-through rates, as well as trying to discover trends in the adverts that are performing best.
Earlier this month, Inc columnist Minda Zetlin explained that improving Google AdWords' quality scores can aid a pay per click campaign by giving commercials a higher ranking than rivals.