Online advertising needs defined campaigns

Businesses which want to advertise using pay-per-click (PPC) should create a number of different campaigns, according to an expert.

PPC is the form of advertising which appears on search result pages and only requires payment from the advertiser when a user actually clicks on it.

Kevin Lee, from ClickZ, explains that it is possible to set up a number of campaigns for each search engine being advertised on.

“Depending on the engine, the amount of control you have at the campaign level differs,” he wrote.

“But the general idea of setting up campaigns is to match some logical business or financial structure or to make reporting match other kinds of marketing or media.”

One example he provides is of creating seasonal campaigns, which feature advertising related to the time of year, such as Christmas.

Earlier this month, Google revealed that alcoholic drinks companies would be allowed to advertise spirits brands using PPC on its search results.