Pay per click marketing could be made more successful as Google introduces innovative new ways to promote websites online.

The search engine’s Inside AdWords blog has details of a number of innovations that could assist in pay per click marketing efforts.

All are part of the Google Ad Innovations initiative, which aims to enhance existing means of promoting sites and measuring the success of campaigns by extending the functionality of the search engine’s advertising networks.

Innovations fall into four broad categories: measuring success; mobile marketing; display of advertisements; and tools to enhance search listings for sites.

Google’s latest detailed innovations include a way to assess the funnel of web users from search, through clicking on an advertisement and until they convert on the site.

A further innovation allows websites to be advertised particularly to people who have already visited them in the past, potentially helping to boost the amount of return traffic that a site receives.

News brought to you by ClickThrough – experts in SEO, Pay Per Click Services, Multilingual Search Marketing and Website Conversion Enhancement services.

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