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by Stephen Logan on 6th January 2010
Ensuring that an advert is well-written, contains the right keywords and is structured sensibly can help companies get the best out of web marketing.
Writing on the Yahoo! Search Marketing blog, Michael Mattis pointed out that creating the content for a paid search marketing promotion can be tricky, due to the small number of letters available and the level of competition on the internet.
He noted that a well-written advert will benefit from appropriate keywords, which can boost the results achieved from pay per click services.
Mr Mattis commented: "Consider bidding on more specific keywords that contain things like the brands you sell and even specific model numbers. In other words, think like your customers."
In his view, it is also vital to stop a marketing account from becoming cluttered, since this will make the operation more difficult to manage.
This week, Yahoo! highlighted the availability of its display ads, which can be used on the web and on mobile internet.