Pay Per Click Internet Advertising – The Four Cornerstones

Step One: Do your homework! Educate yourself – there are plenty of posts right here in this blog to explain the ins and outs of pay per click. There are also plenty of excellent programs out there (Google AdSense being only one of them) that can help you mock up an ad, choose keywords, and get targeted traffic coming in with a minimum of hassle.
After a little traffic and conversion tracking, you can do a little tweaking and start seeing a difference in your visitor numbers, quality and conversion rate.

Step Two: Choose good keywords. The keywords you want to target are ones with enough search but not to much competition. You need keywords that fit your niche and that are specific enough to have decent volume without losing other possible traffic. This takes research and a willingness to maintain multiple campaigns and maintain SEO that will target the same keywords. This way consumers will find your advertisements by searching for certain keywords – if you find out what search terms they use to find products or services like yours, you can provide the most relevant ad. If you complete quality keyword research you can latch onto the ones that will be your best traffic drivers.

Step Three: Word your ad properly. Carefully phrase things in a way that will weed out those who are likely to ‘bounce away‘ after seeing your site, and concentrate on attracting the people more likely to make a purchase – in other words, the ones who go online looking for what you have to offer specifically. You can stand out by making sure to include your targeted keyword one or more times in the ad. Some SEMs recommend you ensure that the key word is in each line of the ad.

Step Four: Landing Pages. This is where the SEO comes back in. You must be sure your landing page is highly relevant and targeted. If a bad landing page shows up in response to a click, because you either didn’t actually have what they’re looking for or you buried yourself under a lot of glitz and high pressure sales tactics, you will lose potential customers or waste your time on ones who didn’t need your site in the first place. Focusing your landing page tightly to the relevant key word is essential! Don’t settle for creating something that is too general. Make it specific – if you have done steps one through three correctly the visitor will be going ‘YES! THIS is EXACTLY what I was looking for!”

That’s it, folks; the four cornerstones to pay per click internet advertising. Learn and grow!