Online marketing can be improved by "fine tuning"

Online search marketing can be improved by "fine tuning" the methods a business uses, an expert has said. Microsoft's adCentre has made a range of suggestions on how to achieve this, including combining techniques relating to brand awareness and sales. Commenting on its official blog, Julien Geffriaud asserted that doing this can increase the click-through rate. "Online advertising is all about offering different points of entry to the customer," he wrote. "Consider adding a 'brand' campaign to your account, making sure to include all brand-related keywords and their misspellings." Mr Geffriaud also asserted that it is important to mention a company's name or slogan in each advert and to consider the use of trademark and copyright symbols to "bring confidence" to potential customers. If a website is an official portal, his advice is as follows: "Say so!" Ensuring a URL displays a brand or company name is also key, he wrote. Earlier this month, Microsoft adCentre offered advice to users with regard to "non-converting" customers. It said a way of combating this problem was to use their Media Network technology to "follow" the journey of customers' browsing – a strategy called "re-messaging".