Pay-per-click (PPC) marketing tactics can be an excellent way to increase sales leads, an expert has suggested.

Jen Doyle, senior research analyst at MarketingSherpa, explained that PPC can help raise the profile of a company’s brand and increases product awareness.

Writing on the MarketingSherpa blog, she conceded that PPC strategies can require a huge amount of investment both in terms of time and money, but stressed that if done in the correct way, this approach can be very profitable.

“Having a PPC ad appear above a direct competitor’s ad conveys authority on the paid side of search,” Ms Doyle commented.

“Additionally, PPC can be utilised to address any negative press that may appear on search results pages.”

Ms Doyle pointed out that only six per cent of businesses say PPC is a very effective method of improving their public relations, which suggests that many firms are unaware of how efficient PPC is in advancing brand and product reputation.