An expert at Yahoo! has offered advice on how companies can best increase their click-through and conversion rates via paid search.

Yahoo! content quality analyst Noah Belson said in a Search Marketing blog post that focusing on specific key terms rather than generic ones can be vital when it comes to staving off competition and capturing the most relevant keyword searches.

Enhancing the quality of the ad through rigorous testing can also help to improve positioning on search results pages, while filtering low-performing keywords into separate groups may also be useful, he stated.

Mr Belson commented: "There really is no hard and fast rule as to how high a click-through rate should be. But if your ads are compelling and your click-through and conversion rates are well balanced, you’re off to a great start."

According to a recent Internet Retailer study, online retailers tend to perform better in pay-per-click search campaigns than in organic search engine optimisation when it comes to important keywords.

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