Marketers who use Google's AdWords pay per click services need to be aware of all the options they have available to them, says one expert.

Search Engine Land's Mona Elesseily said this included those that may be hidden away in parts of the interface that were not obvious or easily accessible.

Negative keywords were one feature she identified that advertisers may have to look hard to find, as it can require a lot of scrolling and clicking to locate the options that are available.

The company also automatically opts marketers into mobile advertising for their campaigns, which account managers must turn off manually if they do not wish to explore this method.

As mobile search engine marketing requires a very different strategy to desktop advertising, Ms Elesseily noted "it does not make sense" to have the two combined, as some people may wish to develop separate techniques.

Google's pay per click service is one element of the organisation that is set to be investigated by the European Commission in the coming months, as the firm has been accused by some groups of deliberately lowering the quality score of competing products.

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