Keywords 'can boost lead generation'

Including keywords in advertising is an ideal way of improving lead generation through the use of paid search, it has been suggested.

Writing for Econsultancy.com, research analyst Jake Hird explained that ensuring adverts used on websites such as Google - which accounts for the majority of paid search marketing - are well-written can boost a pay-per-click (PPC) campaign.

"Paid search is still one of the most effective methods for online marketers seeking to drive great results," he stated, adding that it should be the basis of any online lead generation campaign, despite the growth of "flashy new ideas" such as social media.

Mr Hird explained that ensuring headlines are "clear and concise" is one of the most important elements of writing PPC advertisements, as these are most likely to influence a user and encourage them to click through to the source of the advert.

He also urged companies to use words such as "unique", "excellent" and "amazing", in their main text, as well as to change adverts regularly in order to keep potential leads interested.

The advice follows that of Sam Niccolls, who recently told SEOMoz.org that including customer reviews on a firm's website is another way of driving traffic to their online portal.

Written by Julian Poulter and Copyright "Selling People 2009"