Businesses have been advised to continue investing in pay per click (PPC) marketing even if they are already performing well in search engines.

Writing for the Econsultancy blog, Kevin Gibbons explained that PPC services can be a vital part of any firm’s internet marketing campaign.

He suggested that those ranking in the top ten for all their major keywords and occupying first place for several may feel they do not need to continue with PPC.

But according to Mr Gibbons, pulling out could hand the advantage to competitors, as they will be able to buy the space and increase their own visibility.

"If your company relies on its high rank, then you risk losing business if your ranking dips for a period," he added.

Last week, Jeremy Lamothe of Microsoft noted that including promotional terms such as "save" and "buy" in PPC campaigns can help to attract potential customers.

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