Tracking is one of the most important things for marketers operating pay per click services to get their head around.

This is according to Duncan Perry, who offered advice to professionals just starting out in the industry.

Writing for Search Engine Watch, he explained that although it can be daunting and dull at first, tracking is an essential aspect of paid search.

Mr Perry urged people to "learn the basics around cookies, browser sessions, IPs … that underpin any system."

He also highlighted the benefits of the Goole AdWords Certification program and encouraged individuals to study for the firm's Analytics exam.

The expert claimed although paid search "is like sitting at the bottom of a mountain as an avalanche roars towards you" mastering tracking is a good way to start out.

Earlier this month, Gary-Adam Shannon told Search Engine Land readers Google's new Keyword Tool is likely to improve online marketing.

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