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by Oliver Ewbank on 26th October 2010
Combining paid search marketing efforts with television campaigns can be beneficial for businesses.
This is the suggestion of Search Engine Land blogger Matt Lawson, who stated that recent research has shown television commercials can influence up to 40 per cent of online searches made for a particular brand.
He advised those companies using pay per click services to increase their keyword bidding for times when their adverts are due to be shown.
"You should expect your clicks and conversions to increase during and immediately after your ads air on television," Mr Lawson said. "You need to make sure that you have prepared your paid search programmes."
Earlier this month, Search Engine Journal contributor Ann Donnelly said that those running pay per click campaigns need to take plenty of factors into consideration if they are to be successful in their aims.
This includes how to word advertisements, what regions to target and what time of day to publish commercials, she stated.