Making best use of pay-per-click (PPC) is one of the most effective ways in which companies can increase their search rankings, an internet expert has suggested.

Writing on his blog, online marketer Darjan Panic claims the advertising strategy helps bring "qualified customers" to websites which in turn can generate "handsome earnings".

He reported that although PPC engines have varying degrees of effectiveness, those looking to boost search results should look to Google AdWords.

Mr Panic added that advertisers should join affiliate programmes "which pay highly" and utilise as many keywords in website content as is possible.

However, marketers were warned against using pop ups and were recommended to provide an effective landing page for users to click on "instead of using a mirror site for your Google campaigns".

Last month, online marketing expert Jon Miller pointed to a Forrester Research study which revealed marketers need to more to make best use of PPC.

The report indicated that only 25 per cent of B2B search advertisements take readers to keyword-specific landing pages.