An expert in search engine marketing has advised businesses that it can be in their interests to use paid searches to promote their firm.

Mona Elesseily gives owners of SMEs a list of tips to make sure that their paid searches do better than those for other firms, Search Engine Land reports.

Firms are advised to know their customers and segment their selling accordingly, while highlighting the differences between themselves and other companies.

"This is important as it’s generally differences between products/services that actually sell products and services," she said.

Businesses are also urged to include a range of information on their landing page from any paid search, including a two or three sentence company or product description, a page headline tailored to the customer segment, a picture, call to action and list of benefits to the consumer.

Last week, the website reported that more than half of paid search clicks for Yahoo! come from their partner sites.

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