'Use keywords in pay-per-click'

16th January 2008

Using keywords or keyphrases in a pay-per-click advertising campaign is an effective way of attracting web traffic, it has been claimed.

The American Chronicle states: "This will catch the searcher's attention, as he/she will associate your advertisement with the specific keyword for which he was searching. This will increase your click-through rate."

It also advises companies to add "psychological triggers" to pay-per-click adverts, claiming that terms such as "secret" or "shocking" will catch consumer's eyes.

The news source warns firms to pay special attention to their marketing, as some search engines such as Google will stop ads which underperform.

By making changes to pay-per-click campaigns in order to keep up with changes in the market, this freezing of ads can be avoided, it added.

A study by eMarketer found that nearly eight in ten online merchants use return on investment to measure the success of pay-per-click campaigns.