Companies using pay per click services have been offered some top tips to help them boost their conversion rates.

In a post on the Microsoft adCenter blog, media specialist Gareth O’Neill said landing pages hold the key to better return on investment.

He said marketers must ensure first and foremost that the information on their landing pages matches the content of their ads.

"For example, if you claim that there is 50 per cent off all mp3 players in your ad text, make sure that your landing page also says 50 per cent off," he explained.

Failure to do so may cause customers to become frustrated and leave the website without making a transaction.

In additional, calls to action – such as buttons that allow customers to ‘now buy’ or ‘sign up now’ – should be clearly visible at the top of the page, allowing customers to convert without having to scroll to the bottom of the page.

And Mr O’Neill insists that clarity and simplicity should also be important considerations, as consumers may be put off if they have to make too many clicks to complete a transaction.

Also writing on the Microsoft adCenter Blog recently, retail search media analyst Simone Schuurer said deep linking can help turn clickthroughs into conversions by taking customers directly to the page they require, rather than simply linking to the home page.

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