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by Stephen Logan on 2nd December 2009
Firms should run pay per click (PPC) campaigns alongside their other search marketing techniques, an industry insider has asserted.
Sam Tilston, online marketing director at Zoombits.co.uk, pointed out that many internet users will type in the name of the website that they are looking for into Google, rather than type out the full address.
As a result, many of the top search results end up being specific brands or sites, but Mr Tilston suggests that effective PPC management can alter this situation.
Google recently announced that the top three searches of 2009 have been Facebook, BBC and YouTube.
He explained: "[It is] becoming important for companies to run PPC campaigns on their own brands and website names to ensure competitors do not get any of their traffic."
In his view, a good tip for ensuring that a website succeeds in gaining plenty of sales conversions is to have a navigation toolbar across the top of the page, so that users can move around the website easily.