• Yahoo Search Marketing Blog , Wednesday, August 13, 2008 2:15 PM

If you've got back-to-school products, then now is the prime time to shill them. And Noah Belson offers four tips for improving back-to-school paid-search campaigns for advertisers in the electronics, textbook, financial and even local retail verticals.

For laptop, mp3 player and cell phone vendors, make sure your ad copy focuses on sales for the time being, as opposed to repair. "If you happen to offer both sales and service, concentrate on sales this month to make your ads more relevant to people looking to stock up for school," Belson says. "Ads for electronics items should stress the brand names of the products, not just the type of electronics that are offered."

Meanwhile, textbook stores should note whether they offer electronic books in addition to hard covers, and grab searcher's attention by highlighting your (realistic) discounts and low prices. And for local retailers--particularly stores that reside near college campuses--geotarget your ads.

Read the whole story at Yahoo Search Marketing Blog »