When engaging in pay per click marketing activities, the copy is a significant factor that goes towards a campaign's quality score, so it is therefore vital to avoid a few common mistakes.
This is according to Mona Elesseily, writing for Search Engine Land, who highlighted a few of the most common things to avoid when creating a pay per click promotion.
Irrelevant or overly broad keywords are a major element to avoid, she says, giving the example that someone who sets up "used" as a keyword is likely to have their ads displayed to many people who may be looking for something completely different to what is being offered.
Instead, marketers should "consider using a phrase or exact match for tighter matching and to reduce the frequency of the ad displaying," Ms Elesseily noted.
Poor proof-reading may also damage your quality score, as spelling mistakes are an "instant way to lose credibility", the expert added, along with hard to understand and unclear ads.
Recently, Google has been adding several new tools to its AdWords pay per click services, including features to help optimisation for mobile devices.
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