Digital marketers 'can learn PPC lessons from Google'

13:30 10th February 2010

Digital marketing professionals should look to Google for an example of how to run paid search campaigns, according to a search engine optimisation expert.

Bradd Libby, manager at The Search Agency, said in an article for Search Engine Land that sticking to checklists was not a way that would work for pay-per-click (PPC) advertising campaigns.

Mr Libby explained that Google did not stick to any general rules when writings its PPC ads.

He said: "Forget about best practice checklists because they don't even seem to work for Google. Instead, just test as many ad variants as possible, even ones that you wouldn't think might work well."

Mr Libby said one method for writing PPC ads is to stick to general terms rather than give specific details about products or services.

Emphasising benefits rather than detailed features would allow a digital marketing professional to use keywords for search engine optimisation.

Developments in technology mean the future of PPC lies in mobile advertising, a search engine marketing expert has said.

Jason Murphy, director of search marketing at LeadFlash.com told Search Engine Journal that digital marketing professionals who used PPC ads needed to consider how their sites would work on mobile phones.

Within five years, mobile advertising will dominate the sector, he concluded.