Professionals using pay per click services have been offered advice on how they can use copywriting to get the most out of their advertising.

Writing for Search Engine Land, Josh Dreller states that dynamic keyword insertion is a useful took as it allows the phrase that caused the ad to be recognised and inserted into the text.

This makes it seem more relevant to the user and, as Google points out, allows businesses to "create multiple unique ads for a large amount of account keywords".

Another tactic highlighted by Mr Dreller is to test various concepts by creating adverts on a number of specified topics.

When these have been rotated through a search engine the enterprise can then see which ones are making the biggest connection with users.

Meanwhile, Yahoo! recently advised on its Search Marketing Blog that firms must ensure their keywords have "scope" if they want advertising campaigns to be successful.

News brought to you by ClickThrough – experts in SEO, Pay Per Click Services, Multilingual Search Marketing and Website Conversion Enhancement services.

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