Firms hoping to boost their profits this Christmas have been advised to properly examine their pay per click campaigns in the weeks and months beforehand.

Writing for Search Engine Land, Matt Lawson said PPC marketing conversion rates in November jump between 25 and 50 per cent in the lead-up to the holidays.

"Conversion rates will rise going into the holidays and as a result, so will the value that each click is worth to you," he explained. 

According to Mr Lawson, businesses should look at last year's data for December and check it against a baseline figure for the preceding month.

Examining at these statistics should enable companies to draw up an effective schedule strategy to boost their bids at peak times, he added.

Google's AdWords blog recently stated the organisation is looking to add a new course to its online classroom in order to educate users on getting the most value per click from their advertising.

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