Yahoo! offers PPC tips

The summer weather is likely to make more people turn to the web to search out the best bargain products and deals and make some savings, according to Yahoo!.

Writing on the search engine firm's search marketing blog, Noah Belson, Yahoo! content quality analyst, offered some tips on creating pay per click (PPC) advertisements.

He stated that wherever possible marketers should use keyword terms in the content to ensure that users' search terms are included and that the ads take the form that the professional wants.

And to gain a "leg up" with consumers, he advised offering additional free services, such as vouchers, shipping or other special deals that will draw attention.

Mr Belson went on to note that ads should reflect the keywords, rather than there being a creative clash, while local businesses should also consider a geo-targeted campaign to search for customers in the area.

"Though summer's the time to keep cool, applying these best practices can help heat up your summer sales," he noted.

Econsultancy's Jake Hird has also recently offered some PPC advice, claiming that "unarguably" search still offers marketers the most effective method to drive "great" results.

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