Automotive companies using Microsoft adCenter have been offered some top tips to help them boost the efficiency of their pay per click marketing campaigns.

Jeremy Lamothe, search account manager for Microsoft Advertiser and Publisher Solutions, said it is particularly important in the current economic environment for car firms to evaluate returns on their online marketing investments.

Writing on the Microsoft adCenter blog, he claimed adding to or updating negative keyword lists is one way to ensure campaigns are as effective as possible and said automotive firms must ask themselves a number of questions when doing so.

For example, they should decide whether they are targeting new or used vehicles and which types they are focusing on when using pay per click services, as this will determine which keyword groups need to be included or removed.

"Asking these questions when building out your negative keyword list will help to increase your click through rate and costs through elimination of poor converting traffic," said Mr Lamothe.

Also writing on the adCenter blog recently, Microsoft media specialist Tina Kelleher said expanding keyword lists is one of the easiest ways to increase website traffic from search engine marketing campaigns.

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