Automotive online advertisers ‘should build on negative keywords’ by Mark Richards
Automotive industry online advertisers have been advised to add to and update their negative keyword base.
Internet advertisers specialising in the automotive industry have been advised that the best way to optimise their online space is via negative keywords.
Writing on the official Microsoft adCenter blog, the organisation’s Jeremy Lamothe explained that adding or updating their negative keyword base is essential for online automotive advertisers to survive the recession.
He explained: “Improving your pay-per-click (PPC) campaign’s efficiency has become more important in 2009.”
To do this, advertisers need to ensure their negative keyword list corresponds with the needs of the audience they are trying to target.
For example, car dealers who sell used vehicles should have a keyword repertoire, which includes the likes of “years” and “used”, Mr Lamothe commented.
He said another important thing for online advertisers to consider is whether their brand or keyword list relates to similar keywords for which they do not want their ads to show up.
Meanwhile, Microsoft’s Shirley Benton-Bailey recently informed online advertisers working for the insurance industry that now is the best time to start boosting their PPC campaigns.
She advised that it is cost-effective to build strong click-through rates in the months ahead of a seasonal peak in order to benefit from greater returns on investment.
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