Conversion rates are an important factor of any online advertising campaign, according to one pay per click (PPC) specialist.

Industry expert Scott Smigler wrote in an article for Practical Ecommerce that firms can boost their PPC marketing through foreknowledge and research.

He stated: "A high conversion rate enables you to more aggressively target your market since any investment made will reap the rewards of your conversion rate."

A good range for which businesses should be aiming is 1.25 per cent or higher, Mr Smigler added.

Organisations can derive some very important information from these figures, he explained, such as how user-friendly their sites are to consumers, the quality of their pay per click services and whether or not their products stack up well against other competitors in the sector.

Writing for Search Engine Land, Alex Cohen recently advised firms to perform frequent updates on their online advertising tools in order to keep them fresh and relevant.

News brought to you by ClickThrough – specialists in Search Engine Optimisation and Internet Marketing.

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