A summary of why relevancy in PPC is still as important as ever. Using the Australian hotel industry as an example, the post highlights the massive opportunities for PPC marketers to achieve outstanding results through highly relevant ads. It goes on to suggest how relevancy can be improved with keyword research, ad group structure, negative selection, ad copy and ongoing optimisiation, and concludes that thinking like a consumer can pay massive dividends.

Want to get the most value from your paid search spend? Four industry experts weigh in on how you can assess your campaign strategies and tactics to make pay-per-click really worth your while during the recession