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Play to that, don’t deny it. Present your solution quickly and clearly. For example, if you’re running a pay-per-click ad for a flower-delivery website, assume that person who clicks on your ad wants and needs flowers. The landing page from your ad shouldn’t be to your homepage, or a page that tells about how you started your flower business, or a page that tells about wonderful meanings of flowers. The landing page for a pay-per-click customer should be straight to point: “You want flowers? I’ve got flowers. Here’s incredible good price. Order here.”
Links from that page to rest of your wonderful site extolling all virtues and nuances of flower business are fine, but they take second place in importance to primary purpose of surfer who clicks on your ad. They want something, or have a problem that needs to be solved. Don’t make them hunt for a solution; they’ll just click back to Google or Overture in disgust, and you’ll have paid for click for nothing.
Some webmasters structure entire mini-sites just for their pay-per-click ads alone, which are only loosely connected to ‘main’ site. It’s a savvy way of doing business; you play to each audience specifically.
Just remember purpose of pay-per-click advertising. It’s a very direct, very quick method, and if you play to highly motivated and targeted audience you’ll receive, it can work powerfully in your favor.
Daniel Brough is the founder of AdWord Wizards, a free mentoring program designed to teach anyone how to profit from pay-per-click search engines. Want to start a profitable AdWords campaign in less than 30 minutes? Come to http://www.adwordwizard.com and sign up for this free program.