Use Google tools with pay-per-click, firms are urged

5th February 2008

"Time is money" with keyword campaigns for small businesses, it has been claimed.

Commenting on her Search Engine Watch blog, Carrie Hill, a certified search engine marketing expert and promotion account manager for Blizzard Internet Marking, reported that every penny invested must count with keywords.

Ms Hill recommended that companies utilise Google's four "match types" - the use of brackets, quotations and other types of punctuation along with a keyword - in order to get the best return on investment.

Another useful tool is geographic targeting, she continued, adding that this is especially effective for certain industries such as restaurants or local stores.

With Google AdWords, businesses can choose Day Parting so that a pay-per-click advert only appears at certain times on certain days, Ms Hill advised.

Through this, consumers will be targeted with adverts just in a firm's opening hours, she said.

Businesses should seek professional help when it comes to search engine optimisation, according to the Internet Advertising Bureau.