The chart below provides another example of the importance of optimising pay per click ads. These results are from the first four weeks of a trial for a client in which we reduced the average cost per click from a target of £2.50 to an actual of £1.30 by continually optimising all aspects of the pay per click campaign and the landing site. As a consequence, the actual number of clicks generated in the trial is 144% of target. On top of that, the client is now in the number 1 or 2 position for its chosen keywords throughout the month. Over the coming weeks, we expect the cost per click to fall even lower, without impacting our position in the prime position. All of which goes to show, it pays to optimise your PPC efforts, not just your natural search efforts.