Marketers should fine-tune their keywords to get the most out of online advertising campaigns, according to a Yahoo! representative.
Payam Tehrani, product manager in the sponsored search ad selection division of the firm, explained on the Yahoo! Search Marketing blog that ensuring that the right keywords are being given the correct level of priority could ensure that a company’s SEO services cost them less.
He suggested that marketers need to continue monitoring the performance of each keyword and adding or taking away new terms depending on how it affects the volume of traffic that goes to the website.
"To protect your traffic and your business, we encourage you to actively manage your campaign. Don’t just set and forget it," remarked Mr Tehrani.
In his view, it can help a campaign to separate high-performing from low-performing keywords, so that the successful ones are not dragged down.
Market research firm comScore recently commented that the internet is becoming increasingly important for retailers that aim to maximise sales.
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