We always stress in our presentations at events like Search Engine Strategies the importance of conveying reliability, trust and quality in advertising. Our analysis has shown that these concepts can have a huge effect on ad performance, lifting CTR's as much as 20-30% if used properly.
An excellent article by Todd Mintz in Search Engine Guide makes the same point - Give Your PPC Ad “Authority” and your CTR will skyrocket.
Thursday, April 07, 2005
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