Businesses utilising pay per click services have been advised of the benefits of introducing customised-link building into their campaigns.

Writing for Search Engine Watch, Justilien Gaspard advised that whether firms keep the process in-house or outsource it to a specialist provider, they need to work through several ideas to ensure they get the one that best fits their needs.

Once this has been established, he urged companies to leave enough scope for modifications to be made.

"As it is being implemented, adjustments may appear that could vastly increase the success of your campaign," Mr Gaspard stated.

He also reminded firms that if the strategy is not successful, they can still treat it as a learning curve and apply everything they have discovered to their next campaign.

Another way in which enterprises can communicate with customers is to make use of social media sites and monitor how consumers are engaging with them, Nathan Linnell wrote for the same publication.

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