Increase CTR with Bold Keywords

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Google, Yahoo and MSN now are highlighting search terms in paid listings. This provides a boost to marketers.

What does this mean for your listings and overall paid search campaign? Yahoo commissioned the research firm AC Nielsen. Here is an overview of the results:

• Perceived quality was approximately 60 percent higher in listings where the search term was included at the beginning of the listing title and within the description. This was compared to a similar listing in which the term did not lead the title, and was not in the description at all.
  
  
• Similarly, users gave a nearly a 50 percent higher likelihood to click rating to listings in which the term was included in both the title and description.

Please Note:

This study was conducted without bolding the search terms. We can only speculate how much higher the perceived quality and inclination to click might be if the keywords bold.

Initial data from this change in our implementation with Google and Yahoo indicates that click-through rates do increase for ad copy that uses bold keywords.