By successfully optimising keyword content, online marketers can only increase search engine rankings, it has been suggested.

Writing on E-consultancy, Nathan Levi claimed: "If used effectively, copy optimisation can not only help to improve campaign performance, but also provide valuable market and customer insight which can be fed into other marketing strategies."

He added that marketers should ensure every text advertisement is linked to a conversion.

Rotating text advertisements was advised as a method of keeping click-through rates steady, particularly for those companies where "it may not be cost effective to drive large volumes of traffic to your website, particularly from browsers or those early on in the sales funnel".

Meanwhile, he suggested that the time should be taken to research which keyword is best to optimise copy against, with advertisers recommended to consider what they are aiming to achieve with their content.

Last week, a study by WebTrends indicated that internet advertisers are struggling to track the success of their paid search campaigns.

About 44 per cent of marketers believe traffic is the best way to measure the effectiveness of paid search, with only 14 per cent seeing profit margins as an effective tracking tool.