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Get listings with major pay per click providers Use pay per click providers mentioned above, as they will ensure greatest coverage on larger search engines. In UK there is also Mirago and Webfinder that generate lower levels of traffic but a higher conversion rate.
List on industry specific providers You are also likely to find sites that are relevant to your sector that now offer pay per click rather than a paid listing advertisement. For my keyword ‘travel insurance’ www.find.co.uk and www.uknetguide.co.uk have insurance specific sections where you can receive targeted visitors.
Deep Linking Make sure link goes to most relevant page on your site rather than just homepage. Conversion is likely to increase as a result.
Effective Titles and Descriptions Write titles and descriptions specific to product you are selling rather than just general, high-level terms. Also include a reason to buy e.g. any discount that you offer. Many of ppc sites offer suggestions on how to do this so read these before submitting your adverts.
Update your account There will always be new search terms appearing relevant to your keywords. Review and update your account at least on a monthly basis to ensure your adverts appear for all keywords.
Karl Norris is the E-Commerce Manager for Primary Insurance, www.primaryinsurance.co.uk. As a finance professional he focuses on generating and increasing profitability from online business activities.