When planning a pay per click (PPC) marketing campaign, many businesses overlook the value of general keywords in favour of brand-specific terms, according to one expert.

However, Search Engine Watch's Joseph Kerschbaum has warned it is a mistake to assume generic words are less effective than company-specific ads at generating revenue.

While brand-related PPC services can offer excellent conversion rates for customers who are already familiar with a specific company, they are less useful when it comes to attracting new business, he noted.

Mr Kerschbaum pointed out most internet users will not be aware of a company's particular brand when they start researching a subject, so will begin the process with more generic terms.

Continuing, he explained while non-specific keywords may appear to offer less return on investment, they in fact function as a crucial first step in allowing users to become aware of a brand, which they may then search for directly in the future.

A recent survey conducted by SEOmoz found strong demand for PPC services in 2010, with just ten per cent of search engine optimisation specialists reporting a drop in interest for the sector this year.

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