ROI: Do The Search Engines Really Know?

Writing by Pay Per Click Journal on Wednesday, March 25, 2009 Comments Off

I love how the search engines are always trying to tell us how to increase ROI from our advertising. Should we trust them?

Microsoft adCenter recently shared a blog post on increasing your pay per click advertising ROI. In a nutshell, their five tips are:

• Test ad copy
• Bid on keyword match types
• Add or update negative keywords based on current news
• Include 20 or less keywords per ad group
• Apply geographic and demographic targeting

This is a good list. I’ll buy the five. But there are some missing from it. The list is primarily purposed to sell Microsoft adCenter features and not to help advertisers make money. What should be added to the list to increase your ROI are:

• Use a strong call to action in your ad
• Ensure that your landing page is optimized and ready for traffic
• Make your ad content and landing page keyword-compatible
• Bid the right amount on your keywords
• Delete underperforming keywords as soon as possible
• Group your keywords effectively

Making money from online advertising is a science. It takes some creativity and careful forethought. You can’t just wing it. You need a plan. If you have a good plan and you act on it with a purpose, you can achieve a high ROI from pay per click advertising.

Comments Off                      Category: Microsoft Ad Center                      

Read similar posts in Microsoft Ad Center

• Importing PPC Campaigns From Google To MSN Is Easy
• ROI: Do The Search Engines Really Know?
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• adCenter Analytics Is Dying
• MSN adCenter's Negative Keyword Blip

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