Paid search ads 'need updating regularly'

1st February 2008

Simply buying a keyword is not enough in paid search advertising, it has been reported.

According to Internet Retailer magazine, in the retail industry regularly updating an advert with stock updates and changes is vital.

Some retailers are failing to back up their paid search ads with available products, according to David Szetela, chief executive of Clix Marketing.

He said that some firms are promoting goods which are actually out of stock because they are focusing too much on keywords rather than actual sales.

This can lead to a loss in credibility, the news source claimed.

Mr Szetala advised retailers to ensure they inform search marketing managers immediately on product inventory updates, as they can then create copy letting web users know how many items are left.

"Knowing when to turn a paid search ad off because of lack of inventory or a bad link to the landing page requires 24/7 monitoring of inventory and page links," said David Cohen, vice-president of Databazaar.com. "Cost containment beyond the bid price is important."

Research by Microsoft adCentre found that UK small to medium-sized businesses are wasting around £3 billion by advertising on websites that are "virtually invisible" to consumers.