Making best use of paid search is the most effective way to improve search engine rankings, a new report shows.

According to a business case study by E-consultancy, implementing a paid search campaign increases brand awareness for users.

Graham Charlton, author of the report, suggested that as most consumers go to the likes of Google with "something already in mind", paid search can act as a signpost to attract users.

Meanwhile, firms were advised to make advertisements as attractive as possible to encourage searchers to click through to websites.

He added that paid search can help companies track how audiences use their website and in particular where clicks are converted into revenue.

Earlier this year, findings by JupiterResearch indicated that paid search could be the best way to target users with an income of at least £51,000.

Those in the wage bracket were reported to spend more time online than anyone else.