Compelling ads, balanced rates 'good for click-throughs'

31/07/2008

Businesses looking to complement their search optimisation campaigns with paid search may want to heed advice offered by Yahoo!'s Noah Belson on the company's Search Marketing blog.

The expert has set out ways in which marketers could improve their paid search click-through rates, including opting for specific keywords over generic terms that are more likely to bring intense competition and undertaking regular ad testing.

Firms would also do well to ensure that their bids are competitive and that their ads are of a high quality to ensure they achieve a good search results positioning, Mr Belson explained.

The advice came shortly after Yahoo! announced the addition of features such as visual ad representations and ad URLs to its Ad Performance Reports.

Mr Belson added while there is no one way in which a good click-through rate can be defined, "if your ads are compelling and your click-through and conversion rates are well balanced, you're off to a great start".