Good PPC 'dependent on keywords'

6th August 2008

Pay-per-click (PPC) campaigns can be given a significant boost by picking and choosing the perfect keywords, it has been claimed.

According to Yahoo!'s Search Marketing team, marketers may find that choosing terms that match those on their websites helps to attract consumers making the same searches.

In addition, using keyword suggestion tools and changing keywords based on how far the customer has advanced in the shopping cycle may also reap dividends for marketing professionals, Yahoo! stated.

It said in a blog post: "Customers pass through three phases as they consider buying something: research, shopping and purchase. Generally, the closer someone is to purchasing, the more specific your keywords should be."

Keyword ads look set to remain the most used type of online marketing among businesses until 2011 at least, a report released by IDC in June suggested.

These ads are likely to account for more than one-third of spending on internet advertising over the next three years, the company said.