Keywords 'are essential for PPC campaigns'

15:00 19th June 2009

Companies considering a pay per click (PPC) online marketing campaign should focus their attention on selecting the correct keywords, an expert has suggested.

According to Kastle Waserman, communications manager, writing for the Yahoo! Search Marketing Blog, this is one of the most important factors in establishing whether customers and clients find a website.

The expert said it is important to consider the product and its place in the market, as well as its features and benefits.

She noted that many people setting up a campaign of this sort would be tempted to include a wide range of misspelling options for keywords.

However, Ms Waserman asserted that this would not be necessary with the Yahoo! system because it automatically ignores superfluous words and matches search terms with a variety of common errors.

A number of other tips were provided by the expert, who said writing the ad copy is an important task that it should succinctly highlight products, price, promotions and place.

She also said that two ads are always better than one because the system can test them against each other to see which has the best click-through rate.

This comes after Tom Demners said on SearchEnginePeople.com that headlines are crucial to a successful PPC campaign.