For the best results in on-line paid advertising systems, the reference words should be the most relevant to the site’s activities. General expressions and words that do not remind the website to the internet users should be avoided because of the bad CTR they will cause.
In addition, the main feature of the referencing advertisements is the bidding process. A maximum bid is not expensive when the phrases used as keywords are exact and long, something that would also increase the CTR. The bidding of low cost words should not be a reason for the beginning of an advertising war (something that would increase the website’s costs).
Then, it is advisable that the landing page of the website is designed for these words only, for instance a “project management research papers” request should link to a page that has only pdf files about project management.Potentially it could be the result of a local search engine using the precise phrase.
The HTML pages should have a minimum MB size.
Tags: click through rate, landing page, maximum bid, on-line paid advertising systems, reference word, referencing, Referencing strategies, SEO
