Marketers should use narrow as well as broad keywords in search advertising in order to maximise the number of clicks they receive, an expert has said.

Colin Kingston, listing editor at Yahoo, urged firms to incorporate a healthy dose of both narrow and broad keywords so they can appeal to whichever type of consumer happens to be searching for their ads.

He pointed out that leaving out narrow keywords isolates users who already know what they need, while avoiding broad ads runs the risk of excluding people who are unsure of what they want.

“On the whole, you’re probably going to use a lot more narrow keywords than broad keywords, because there are just so many more possibilities for [them],” Mr Kingston explained.

“When you’re selecting your keywords, be sure to keep scope in mind – a good mixture of broad and narrow helps you cast the widest possible net to appeal to biggest possible audience.”

Related Topics: General Marketing