Spring – ‘best time’ to optimise PPC insurance campaigns
Online advertisers working on PPC campaigns should start optimising them ahead of springtime, a Microsoft insider has advised.
Insurance advertisers have been advised that now is the best time to optimise their pay-per-click (PPC) campaigns to guarantee them a boost in search volume opportunity.
Writing on the official Microsoft adCenter blog, the organisation’s Shirly Benton-Bailey claimed that internet advertisers on insurance campaigns should start capitalising on past PPC trends.
This, she explained, will equip them with a knowledge of seasonal periods, saying: “It’s more cost-effective to build a strong click-through rate in the months before a seasonal peak than to begin a campaign with higher bids at the heart of a peak period.”
Advertisers have also been advised to expand their negative keyword base in order to limit low-quality impressions and clicks.
Doing so, Ms Benton-Bailey suggested, should ensure that their advertisements only show up for searches that are related to their website’s content.
Online advertisers in the insurance market have been urged to start optimising their PPC campaigns immediately as the next few months are expected to be “a busy time” for the industry.
Meanwhile, industry expert Stephen Davis, who writes for SEO Chat, recently claimed that good website design is also “crucial” for a successful PPC campaign.
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