In 2009 a group of senior marketing executives, taking part in a Forbes Magazine survey, stated that search marketing was now their preferred method, significantly well ahead of other techniques. Indeed, search marketing emerged ahead of other methods such as email and e-newsletter marketing.

This survey result reinforces the way in which marketing through search engines has become so popular in recent years. One technique in particular is considered highly effective: pay per click. This is a form of advertising which can “fast track” your site to the top of a search results list as a sponsored link. These links appear alongside a standard results list and are clearly demarcated from it.

Pay per clicks works by requiring the client placing the advert to invest in a search keyword – the money is paid to the search engine. The amount you are prepared to invest is your decision, but it determines how high your site will appear in the rankings of sponsored links against which you are competing.

Pay per click can be effective in driving up revenue, though it should not be seen as a replacement for other search engine optimisation methods.

Indeed, here at Click Consult we work by integrating web design and search marketing in to a consolidated organic approach. We tie together an enticing look and feel, carefully chosen keywords, with promotion through blogs, and article writing.

These combined methods can significantly enhance the effectiveness of a pay per click campaign, as well as bringing more long-term SEO success.