An internet marketing expert has offered some top tips for companies looking to make the most of their online pay-per-click (PPC) campaigns.
Writing for the internet marketing news website Marketing Pilgrim, Ann Stanley says companies often make fundamental mistakes when it comes to PPC as they lack basic online advertising knowledge.
These include lumping all their PPC key phrases into one ad group or campaign and setting their maximum cost per click too high or too low.
Making the first mistake could result in a low quality score and click through rate as the landing page may not match the many key phrases in the PPC add.
And making the second could mean that ads are only shown intermittently, which means it will be more difficult for internet users to find them.
Ms Stanley suggests that companies conduct some thorough research before opening their first PPC account as lack of knowledge and experience means they are more likely to make basic errors that will drain their internet marketing budgets.
Meanwhile a recent survey carried out by the Online Marketing and Media Show has revealed that over a third of companies plan to dedicate up to 25 per cent of their marketing budget to online marketing this year.