Search marketers 'should work on ad quality'

18th March 2008

Marketers have been advised to concentrate on writing high quality ads ahead of the upcoming change to the way minimum bids are set.

Writing on the Yahoo! Search Marketing Blog, marketing communications manager at Yahoo! Roger Park offers five tips for perfecting ads to maximise budgets and boost performance.

The Ad Performance Report can be used to track the effectiveness of ads, while strategies such as using keywords in titles and ensuring landing pages are relevant can also help, he advises.

Mr Park adds that marketers should group together relevant keywords and also use ad optimisation to automatically display the ads receiving the most clicks.

High quality ads can reach better positions for the same price and also tend to receive more clicks, he claims.

The company's Jeff Hecox explained in a previous blog post that an auction model is now to be applied to sponsored minimum bids, which were previously fixed at $10 (£5).