Digital marketers 'should check keyword to search results'

13:30 5th February 2010

Digital marketing professionals should use an analytics package to look at the relationship between their pay-per-click (PPC) keywords and the results of searching for them online, a paid search marketing expert has said.

In an article for Search Engine Watch, Jason Tabeling, director of search and media at interactive agency Rosetta, said that PPC needs to be analysed to check it is working in practice.

He said: "For example, if you sell running shoes, it makes sense to buy the keyword 'running shoes'. You probably would even buy the term on broad match because conceptually each variation would contain the terms 'running' and 'shoes' somewhere within the search query."

However, this is not always the case as search engines do not always produce their results in that way, he added.

Mr Tabeling said by using an analytics package a digital marketing professional may stumble upon a link between a keyword they were not currently using and a high ranking in search engine results pages that they could then exploit by buying PPC on the term.

Using the right PPC keywords could be even more important in coming years as mobile advertising becomes a bigger part of the digital marketing industry.

Jason Murphy, director of search marketing at LeadFlash.com, said in a post for Search Engine Journal that the future of PPC was in mobile advertising.