'Avoid industry jargon in search marketing'

14th April 2008

Marketers risk alienating consumers with misguided paid search campaigns, one commentator warns.

Melissa Burdon asserts on Future Now that search strategies need to avoid marketing jargon and speak the same language as their customers.

The tip is one of three offered by Ms Burdon on how higher conversion rates and returns on pay-per-click investments can be achieved.

She says: "Sometimes, marketers get so focused on their own sales process that they convince themselves that would-be customers actually care about the words they use to describe their own products and services."

Her comments come after E-consultancy advised advertisers to bid on niche keywords before highly-trafficked phrases.

Also recommended by the Future Now blogger is keeping generic keywords to a minimum, as specific terms are said to be more likely to lead to sales.

Keywords with possible double meanings should also be ditched, states Ms Burdon, as customers could be led to a product or service they have no intention of purchasing.