A new Search Toolkit has been introduced by the Internet Advertising Bureau (IAB), aimed at helping marketers use search more effectively to create greater revenue and increase brand reputation.

Senior programmes manager with the organisation Jack Wallington remarked that the programme will help online publishers "adapt … to the changing media landscape", as many are "missing huge opportunities for tactical pay per click to boost ad revenue, generate subscriptions and to secure a web presence for new brands".

He added that the service, which was developed following three months of in-depth research, is unlike anything currently on the market.

Designed specifically for those involved in digital publishing, the toolkit takes into account pay per click and search engine optimisation and offers examples of using paid search and case studies that demonstrate how to operate a successful paid-for subscription model.

Earlier this month, the IAB introduced a website to provide consumers with advice relating to behavioural online marketing.

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