Tips offered on PPC campaign refinement in adCenter

25/03/2009

How to optimise PPC campaigns

Issue Codes Pay per click services

Pay per click (PPC) marketers have been offered advice on how to best optimise their campaigns using Microsoft adCenter.

Writing on the adCenter Blog for Advertisers, search account manager for Microsoft Jeremy Lamothe explained that marketers should bid on all keyword match types within the same ad group and ensure that each ad group contains no more than 20 keywords.

"Including 20 keywords per ad group or less allows for your ad copy to be more relevant to the user based on the user's search query," he said.

The expert also recommended updating negative keywords depending on current events and trends, giving the example of a marketer using PPC ads that broad match for the term 'toys'.

These ads could appear for 'toy recall' and if a toy recall is actually in the news, rising search traffic is likely to mean increased costs and lower returns, he said.

Businesses will increasingly turn to PPC in the downturn thanks to its actionable and measurable nature, according to eMarketer.