Advertisers need to make their pay-per-click (PPC) advertisements as attractive as possible so users have "little option" but to click through on to websites, it has been suggested.

Writing on Promotion World, Terry Detty states that the headline is the most important component of a PPC advert and that as a result this area requires "very skilled copy writing and perpetual testing".

However, Mr Detty advised against using "sensational" copy just for "the sake of it" as it is unlikely to convert any clicks which result in sales.

He added that submitting websites to directories will not only improve search engine rankings but can also reach consumers and businesses, helping companies to "receive lifelong traffic".

Gradually creating back links was also indicated as an important factor that search engines use to determine the value of a website.

Earlier this month, Jon Miller wrote on Search Engine Land that companies should do more to make best use of their PPC advertising campaigns.