For companies operating on limited advertising budgets, click marketing can be a "golden opportunity" to raise its profile and win new business – but marketers need to understand the medium and do the "necessary homework" to succeed, an e-commerce expert has said.

Brandon Leibowitz wrote on E-Commerce Times that before launching a pay per click marketing campaign, businesses should research their competitors’ ads to gain insight into their use of keywords and ad text.

When it comes to choosing their own keywords, companies should focus on low-cost choices that are not "hyper-competitive", Mr Leibowitz added. They should also focus on words like "sale", "save" and "discount" to boost their visibility in paid search results.

It important to be "up front" in ads to avoid excessive clicks from searchers who are disappointed by the company’s offering and to ensure that the landing page attached to their ad is highly-relevant to its keywords and ad text.

Furthermore, it is important to analyse the performance of ads over time, refine ad groups to target "high performers" and to measure the ultimate impact of an ad on the bottom line.

Maureen O’Grady Condon recently wrote in the MetroWest Daily News that the success of pay per click marketing depends on the "power" of its keywords.

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