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Thanks for your input, much appreciated. We're in a specialised sector so our keywords are quite specific, only used by us and a limited number of competitors, however they are quite prepared to get into a bidding war, sometimes driving the cost of staying a No1 beyond our budget so moving us to...

I have used a website marketing company for the last 10 years to keep our keywords at No 1 in sponsored links. Our budget is currently set at £150/day Mon - Fri, so costs about £3,500 per month. The sales generated far exceed the cost, though.