Double-check PPC landing pages for relevancy, expert urges

15th August 2008

It is important for pay-per-click (PPC) marketers to ensure that ads, keywords and landing pages are all relevant to each other, according to Tina Kelleher of Microsoft.

Writing on the adCenter Blog for Advertisers, the expert said that marketers may find that their ads have been turned down due to issues over relevancy.

To rectify this, businesses should look at where searchers are likely to be taken to by these ads and keywords and check if this is correct.

If not, it may be best to amend destination URLs to ensure they are wholly relevant to the ads and key terms in questions, Ms Kelleher suggested.

"A specific keyword placed with a generic ad and landing page could be deemed irrelevant because the searched term isn't prominent," she said.

Microsoft is currently trialling a new service that will allow third parties to place Microsoft contextual ads next to their own content by themselves, TechCrunch reports.