PPC adCenter advice given

Even during the current economic downturn pay-per-click advertising is continuing to grow and there are various tips marketers can take advantage of to improve the total return on investment (ROI) on Microsoft adCenter, it is said.

Writing for Microsoft adCenter, Jeremy Lamothe suggests: “Adding or updating negatives helps to eliminate low quality clicks and minimise costs that impact your ROI.”

He also advises bidding on all keyword match types in the same ad group to help increase impressions, clicks, cost per click and click through rate.

Mr Lamothe asserts that if marketers include 20 keywords per ad group or less this enables ad copy to be more relevant to the user based on their search query.

He adds that testing ad copy with adCenter is also advisable “as the demographics are different with Live Search”.

Marketers can pay on a cost-per-click basis and import search campaigns by signing up to Microsoft adCenter.