Using pay per click services companies has become more common as the world of internet advertising has developed.

This is according to Matt Swan, writing for Econsultancy, who commented on changes seen in the promotional methods used by affiliates to drive volumes to merchants.

He claimed that the majority of traffic directed to sellers' sites through affiliates used to be PPC marketing-related, but noted this has changed over the last six years.

"As online marketing has developed, merchants have begun to carry out their PPC activity in-house or enlisted a specialist search agency," Mr Swan explained.

However, he added that while PPC affiliates now make up a smaller percentage of sales, volumes have remained steady – showing that the channel continues to expand.

Recently, Econsultancy's Matt Bailey stated that the extension of the Advertising Standards Authority's (ASA's) remit to examine digital marketing services could affect affiliate marketing.

Fear of breaching the ASA's codes could lead to many brands only working with a few partners they really trust, he said.

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

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