Yahoo! offers PPC advice

Search engine firm Yahoo! has offered its users some tips on getting started and making a success of pay per click (PPC) advertising, stating that there are three points web users should remember when they begin their campaign.

The official Yahoo! Search Marketing blog notes that the first priority is keyword selection, as this is likely to have the greatest impact on people finding a website.

Keywords can be determined by lending significant thought to where the website's place in the market is, what are its unique features and what terms and phrases are target consumers likely to search for.

Following this, Yahoo! advises marketers to get creative and use associated keywords in the title of the content to increase click-through rates.

"Much like a 100 metre race, your ad will have about ten seconds to succeed or fail, because that's how long the typical user takes to read it and consider clicking on it," the blog notes.

The final point offered is to consider creating two or three PPC advertisements so that search engines can determine which achieves the highest click-through rate.

Last week, Yahoo! announced that it had enhanced its results for searches such as products, events and news.

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