As a qualified AdWords Professional, one of the first pieces of advice I give to new clients is that the automated option for ‘search and content’ be turned off, leaving adverts that only display on Google’s search results pages. I do this because time and time again the default search-and-content option delivers weak campaigns, poor conversion rates, and spiraling costs. However, this is also somewhat unfair, as a content campaign can actually add real value....
Posts Tagged ‘Contextual Targeting’
8 Lessons From 2008 To Help In 2009 (Part 2 of 2)
If 2008 taught us anything, it was the value of search engine marketing in a recession. While banks went broke and high street stores suffered dramatic falls in foot traffic, online sales flourished. In many ways the last 12 months have been a time for experimentation, particularly for pay-per-click advertisers who’ve found new and improved functionality bestowed upon their 70 character ads almost on a monthly basis. Now however, there’s a new term feel about...
