Special Report: Sponsor's Statement: Digital lab - The five steps to SEO heaven

SEM provider will be able to advise the right strategy.

Ensure you use search engines that work for you. The last 12 months have
seen more people using vertical-specific search engines such as
price-comparison sites. Traffic on these can produce higher conversions
as shoppers are often likely to buy rather than just browse.

Think about the keywords and phrases your customers will search for.

The highest rankings are not always worthwhile and bidding on less
competitive, low-volume keywords can be just as effective.

Tracking SEM campaigns is vital for understanding which search terms
produce the best conversions. Four metrics should be considered:
keywords, keyword groups (broader themes relating to the keyword);
creative (page design/ad); and the website landing page.

Finally, ensure you monitor campaigns daily using automated tools to
understand why clicks have increased or decreased or which keywords
underperform.