Pay per click services are viewed by marketers as providing the best return on investment (ROI) compared with other channels.
This is according to a new study by MarketingSherpa and ad:tech, which polled some 1,200 marketing executives and found that 50 per cent preferred pay per click for ROI and budget reasons.
The survey also revealed that the majority of marketers are planning to increase their paid search budgets this year, with 12 per cent set to drop spending on the medium.
MarketingSherpa said this growth is likely to be due to the fact that pay per click ads offer an easy way to measure campaigns, as well as good targeting.
It added: "Marketers know exactly how much revenue they generate with each dollar spent – and some are generating a lot."
According to Practical eCommerce, a successful paid search campaign will make use of as many targeted keywords as possible.
The website advises marketers to spend between ten and 20 minutes a day coming up with new possible keywords to use in their strategies.