Top tips for PPC marketers from Yahoo!

7th July 2008

Pay-per-click (PPC) campaign professionals have been offered tips on how to optimise their activities to maintain a high quality index score from Yahoo!.

According to the web giant's Smart Start team, there are a number of ways in which companies can avoid getting a low quality index score by concentrating on ad relevancy and keywords.

If needed, ads should be rewritten to be more engaging, as well as clearer, while ad optimisation could be used to keep the top-performing ads on show the most.

Furthermore, separating keywords into different ad groups depending on performance could also help quality index scores, the Yahoo! team said.

"For best results, be sure to include your keyword in the title or description of your ad," the experts added.

"Use the insert keyword feature to have keywords automatically placed in your ad when it appears in search results."

Kastle Waserman, communications manager at Yahoo!, advises PPC marketers to make sure they do not ignore obvious keywords when conducting research into the best terms to use.