Melissa Mackey of Search Engine Watch said the first new tool that could boost pay per click marketing is Google's Campaign Experiments.

Originally launched in beta form in June, the feature was rolled out to all US advertisers last month.

It allows marketers to test and assess the impact of changes to keywords, ad placements, ad groups and bids.

"Results are displayed in the interface so you can immediately gauge the effect of your test," Ms Mackey noted.

Elsewhere, August saw Facebook introduce a new feature for its pay per click services – broad age match.

This allows advertisers to expand the age of users targeted by their campaigns.

If, for example, a brand has set an age range of 25 to 34 for its marketing messages, enabling broad age match will ensure ads are displayed to both 24 and 35-year-olds.

Ms Mackey said that like broad matching option for keywords in traditional paid search, this gives brands a "reasonably efficient way of casting a wide net".

The expert recently recommended that marketers carry out extensive testing on Facebook paid search ads, as the messages will be repeated to the same audience more times than they would be through a search engine.

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Jason Shafton of the Inside AdWords team said the tutorial is designed to help pay per click marketing teams get the most out of the Opportunities tab.

This feature generates ideas for keywords, keyword bids and budgets to maximise the performance of a company's ads.

"These ideas are specifically catered for your account based on your campaign's past performance and may help increase your AdWords return on investment," Mr Shafton said.

Accountholders who take the course will be able to see how the Opportunities tab works and will also have access to case studies from marketers who have already used it to expand the reach and effectiveness of their ads.

There are three versions of the course available designed to cater for brands in the US, the UK and Australia.

In related news, Google recently launched a tutorial designed to help marketers get started with campaigns targeting users of mobile devices.

News brought to you by ClickThrough – experts in SEO, Pay Per Click Services, Multilingual Search Marketing and Website Conversion Enhancement services.

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.

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Job Title: Operations Director / Client Services Director
Salary: £30k – £40k depending on experience & ability
Location: UK, Midlands
City: Lichfield (near Birmingham)
Contract Type: Permanent

Company Description:

ClickThrough Marketing is one of UK’s fastest growing Digital Marketing agencies employing a group of talented employees with a huge passion for online marketing.

We serve a range of clients with campaigns in over 27 countries across different sectors including the Automotive, Finance, Energy and Recruitment industries. As a progressive digital marketing agency we offer pay per click, search engine optimisation, social media, online PR, website conversion enhancement, affiliate marketing and web analytics services.

Job Description

As a result of our continued success we are looking for an experienced director of operations & clients services teams. Working directly with the Managing Director key responsibilities will include;

• Manage a large team responsible for client service delivery on SEO, PPC and digital marketing campaigns.
• Ensure work is coordinated and delivered on time to a high standard of accuracy and quality.
• Train and mentor the team on project management, time management & workflow & process management efficiency.
• Implement systems, technologies and processes to maximize efficiency within service delivery.

Skills & Experience

• Outstanding ability to organise and implement efficient processes using technology & project management systems.
• Strong ability to manage people and communicate effectively.
• Experience of managing & mentoring a large team .
• At least 4 years digital marketing agency experience in a similar role.
• Have a proven track record of leadership in a team based environment.

Required Qualifications

Relevant marketing qualifications are of interest, but the main requirement is proven experience in an internet marketing environment.

The company is growing rapidly and you can anticipate more responsibility and the opportunity to build on your skills considerably.

If you are interested in this vacancy use the details below.

Employer: ClickThrough Marketing
Contact: Phil Robinson, Managing Director
To apply please call 0800 088 7486 or contact us.

Additional Keywords: New Media Operations Director, Digital Operations Director, Advertising Operations Director, New Media Client Services Director, Digital Client Services Director, Advertising Client Services Director, Online Operations Director, Online Client Services Director.

It is easy to see where this type of application could be taken by adding hyperlinks to the retail websites, or to further local information e.g. bus stop locations and timetables, events and so on, and Microsoft have already begun to convert this into a mobile application for the iPhone.

Whilst mobile coverage in most urban environments is usually good enough to support such image intensive apps, there are still many market towns etc where mobile coverage is patchy to say the least. The development of this type of application, which could attract visitors or shoppers to the area, may give town councils, Chambers of Trade and trade bodies even more cause to consider setting up wi-fi hotspots (wireless internet access) so that users can access local information as well as the wider Internet.

Businesses need to start thinking beyond just a simple website for their online presence, as more and more people access the mobile web and use the Internet in different ways to find the information they are seeking. Streetslide is precisely the type of application that a business could use to drum up bricks and mortar business, as well as to raise the profile of the company using innovative online means to improve search engine marketing.

Job Title: Digital Account Director
Salary: £30k – £40k depending on experience & ability
Bonus: Based on client retention & business development
Location: UK, Midlands
City: Lichfield (near Birmingham)
Contract Type: Permanent

Company Description:

ClickThrough Marketing is one of UK’s fastest growing Digital Marketing agencies employing a group of talented employees with a huge passion for online marketing.

We serve a range of clients with campaigns in over 27 countries across different sectors including the Automotive, Finance, Energy and Recruitment industries. As a progressive digital marketing agency we offer pay per click, search engine optimisation, social media, online PR, website conversion enhancement, affiliate marketing and web analytics services.

Job Description

As a result of our continued success we are looking for a talented Digital Account Director to take on management of a growing number of clients across various sectors including finance, retail, travel and recruitment.

The Digital Account Director is responsible for directing strategy on client accounts, managing communications & expectations of our clients. A key part of the role also involves interpreting client needs to the Client Services Team who will deliver the promises we make to clients.

Key responsibilities include:

• Ownership of the clients strategy & communications with the client.
• Management of client requirements, objectives & expectations.
• Maintain and develop highest standards of client relations & client engagement.
• Managing between 40-60k of client account retainers or 20 relationships.
• Finding new opportunities within existing clients & up selling where the client’s business will benefit from improved ROI.
• Regular contact with clients.
• Ensure all client work is booked in and assigned to appropriate Project Manager & Client Services Team.
• Ensure clients receive quality regular updates & reports showing project plans, objectives, KPI’s, work completed & results.

Skills

Applicants will have at least 4-5 years experience working in an Account Management & business development role for a web marketing agency. We need confident, hard working people who are excited about the prospect of playing a major role within a fast growing business.

The ideal candidate should have:

• Strong account management, relationship building & client facing skills.
• Strong knowledge of all things web including SEO, PPC, Affiliate, Social & other Internet Marketing Activities.
• Strong communication ability at all levels.
• Strong business development & sales skills.
• Strong written, verbal & presentation skills.
• Strong ability to build relationships & rapport with clients.
• Strong commercial acumen & ability to understand a clients business needs.
• Strong organisational skills and ability to manage several simultaneous projects.
• A passion for web marketing.

There is a huge scope for personal & skills development as well as excellent careers progression in one of the UK’s fastest growing online marketing agencies.

Required Qualifications

Relevant marketing qualifications are of interest, but the main requirement is proven account management & development experience within an online marketing / digital agency.

The company is growing rapidly and you can anticipate more responsibility and the opportunity to build on your skills considerably.

If you are interested in this vacancy use the details below.

Employer: ClickThrough Marketing
Contact: Phil Robinson, Managing Director
To apply please call 0800 088 7486 or contact us.

Additional Keywords: Online Account Director, New Media Account Director.

A post on the Yahoo! Search Marketing Blog encouraged pay per click marketing accountholders to complete the transfer before Yahoo!'s ad serving switches across in mid-October.

Once this is complete, companies will be able to reach an estimated 159 million internet users in the US and another 15 million in Canada via Yahoo! Search and Bing.

Brands can start the pay per click transition by logging into their Yahoo! account.

The search engine has created a checklist to ensure accounts make a smooth transition, as well as comparison guide to help marketers familiarise themselves with the different features and capabilities of adCenter.

It noted that until ad serving has switched across in October, users need to carry on managing their Yahoo! account to make sure ads are displayed on its sites and those of its partners.

Yahoo! and Microsoft aim to complete the transfer of all advertisers to their new Search Alliance system by early 2012.

News brought to you by ClickThrough – experts in SEO, Pay Per Click Services, Multilingual Search Marketing and Website Conversion Enhancement services. 

Under its current remit, the organisation monitors ads in paid-for spaces and sales promotions.

From March 2011, however, its Code of Non-broadcase Advertising, Sales Promotion and Direct Marketing – including rules on misleading messages, the protection of children and social responsibility – will apply to all internet marketing services.

This includes material that appears on companies' own websites, as well as communications on social networks like Twitter and Facebook.

Organisations that fail to stick by the authority's rules could have paid ads pulled by the ASA in agreement with the relevant search engine.

Alternatively, the watchdog could take out its own online ads to highlight a particular firm's non-compliance with its code.

The monitoring of internet marketing will be funded by a 0.1 per cent levy of paid-for adverts, supplemented by backing from Google.

ASA chairman Lord Chris Smith said: "We have received over 4,500 complaints since 2008 about marketing communications on websites that we couldn't deal with but from March 1st, anyone who has a concern about a marketing communication online will be able to turn to the ASA."

According to Econsultancy, 52 per cent of UK firms intend to increase their spending on pay per click marketing in 2010, while 60 per cent will up their budgets for search engine optimisation.

News brought to you by ClickThrough – experts in Search Engine Marketing & Internet Marketing. 

However, the quantity of data now available to companies (particularly with the response to the call for open data from government bodies) means that any company, large or small, can begin to build exciting and useful ‘maps’ of customer preferences and locations, (think of the information about you that a supermarket loyalty card generates) as well as create business tools, e.g. route maps for most efficient delivery routes based on when a customer will be available to sign for a parcel.

As we all know, possibly the most useful information your website can provide for your business is the statistics available from your analytics package. However, this wealth of information is often only given the most cursory attention, meaning that much that could be learned is ignored. Beyond your own data provided by your web analytics service, there are a number of sources making data available to all, including government departments – check http://www.data.gov.uk for an enormous range of data and new mash-ups of the data of interest to every British citizen as well as businesses.

For more on how data mining is changing our lives, this article in The Telegraph provides some very interesting new uses of data: http://www.telegraph.co.uk/technology/7963311/10-ways-data-is-changing-how-we-live.html

According to Jamie Estrin, managing director of Web TV Enterprise, those involved in internet marketing services should make sure they take advantage of the "exploding" use of video on the web.

He explained: "Advertisers … have been testing the market for the past 12 to 18 months and now they're investing heavily because they have seen great returns."

Mr Estrin commented that online video offers great value for money thanks to its ability to take one of the most effective forms of marketing – television commercials – and target them to users.

The expert was reacting to a recent survey from Deloitte, which suggested that only three per cent of consumers find video advertising online to be successful.

News brought to you by ClickThrough – a provider of SEO Services & Pay Per Click strategies.