Putting it into practice: There are many ways that successful web marketers get Internet surfers to provide personal information. The most preferred are 1) surveys and contests in exchange for a “freebie” and 2) newsletters and articles, which provide information about what surfer is searching for. To put this into practice, promote a page that equally 1) provides information about your product or service and 2) emphasizes your special offer or offering. You will see that even if they don’t directly purchase product or service you are selling, chances increase exponentially that they will want to find out more information and sign up for your special offer thus providing you with a qualified lead.

1) PPC success resides in your titles and descriptions: Well-written titles and descriptions can make or break a PPC advertising campaign same way they affect traditional search return listings. The most important thing to keep in mind when writing titles and descriptions is that you are not only speaking directly to searcher, you have an obligation to explain your product or service so that it either elicits a positive response sufficient enough to motivate them to click or discourage them from clicking altogether if what you are offering is not what they are actually looking for. When writing titles and descriptions, focus on specifics of what that user will find at your site, i.e. special deals or discounts, signup information for a newsletter, registration for an e-book, etc.

2) Use Specific Terms for Specific Pages By bidding on specific terms related to your business and directing visitors to specific pages which represent those terms, conversion rates on this practice increase dramatically. Imagine conducting a search and finding a great title and description but then having to go through hundreds of page to locate information. When “landing pages” are created which offer information on what surfer originally searched for, chances are that they will take action you want them to, whether it be signing up for a newsletter or purchasing a product. A common rule of thumb is to have no more than fifty terms per page that you are promoting on a PPC.

3) Be Passive or Aggressive, but be something. Most PPC advertisers are either passive PPC players or aggressive marketers. The secret behind PPC marketing is that these networks’ partner with other networks to display advertisers’ advertisements. So higher you bid on a PPC, better placement you will receive on network/partner sites. Bidding in this manner makes you an aggressive PPC marketer and advantages are many and include – more traffic and more exposure to target markets.

If a small website (or one of a low profit-margin category of business) decides that traffic that each PPC network alone provides is sufficient, managers of campaign must be aware of their bid amounts (overbidding or underbidding) as well as what can afford to pay for each visitor. Usually top four positions are where most of traffic is received from - highest percentage of total clicks (thanks to partner networks). The number of clicks in your account will usually decrease incrementally based on your bid.

CONCLUSION: PPC advertising has proven to be a productive method of generating traffic (and more importantly) sales or conversions for many webmasters and web site owners. If you are thinking about trying your hand at pay per click, make sure to use tips outlined in this article and ask others PPC advertisers if they have any advice!