Always be very specific: You should be very specific while choosing your keywords in ads because being general in advertisements will bring traffic to your site but not many actual buyers in other words conversion rate will be very less or your return on investment will be less.

Use square brackets: Use square brackets [ ] around your keywords that you want to target most because by doing this your ads will be shown only when searches are made that match your keywords or phrases bracketed exactly. For example : [search engine optimization], [SEO Masters]

Now in this case ad will be displayed only if searches are made of exact words "search engine optimization" or "seo pages" and you will get only desired traffic to your site.

Link to exact pages: Always link to correct pages for example if you are advertising a particular product then link to page in particular that is selling that product and not to site's homepage. User will never like much browsing and will ultimately leave for your competitor if isn't able to find desired information. So link to particular pages.

Offer immediate benefits: Offer benefits that your product will give consumer because many times users are looking for those benefits and will be induced to your site. For example learn free, earn at home, become an expert, lose weight etc. Try to include such benefits in ads and see results soar.

Make multiple ads: Always make two or more copies of ads as you might not know what might click up, constantly monitor your ads and see which one is gaining pace and remove or change lesser responsive ad. This is an ever going process to reach maximum potential customers and will go on and on.

Not only are you in competition with millions of other Web sites owners who sell same product/service as you, but you are also competing for users' time and attention. While search engine optimization and submission can bring you traffic you need, only you can ensure that visitors will stay on your site by giving them a reason to want to stay. That is where Web site usability comes in.

What is Web site usability? The International Standards Organization (ISO) defines Web site usability as "effectiveness, efficiency and satisfaction with which a specified set of users can achieve a specified set of tasks in a particular environment." In simpler terms, usability is how efficiently and effectively users can accomplish what they are trying to do when they visit your Web site.

Now that you have an understanding of usability, we'll explain basics of what a Web site should include to make most of user experience:

Content is king

Let's face it, people visit Web sites for content -- they want information. Sure, it helps if your site is visibly appealing as well. But, without right content, results of user experience can be fatal to your business. They simply won't come back.

Here are a few tips to remember in regards to content:

1. Be concise. Research shows that reading from a computer screen is about 25% slower than reading from paper or other print medium. To that end, you will want to edit your writing to say exact same thing in half words it would take if you were writing on paper. Also, think back to last time you came to one of those really long-winded Web sites where content may have been great, but you still had to scroll and scroll and scroll to get to end. It can be a nuisance. So, keep your pages short.

2. Make your content scannable. When people use Internet, they are looking at mass amounts of information. Help them get to core of what they want by using bulleted items, short paragraphs, and subheadings to make it easier for them to find what they are looking for.

3. Write without error. There is no excuse -- absolutely none -- for poor grammar, typographical errors, and misspellings. If you own a computer, you have access to spell-checking and grammar-checking technologies. Use them. These small details will reflect upon your site. If you don't convey professionalism on your own business, how will you be conveyed to potential clients? Can they trust you with theirs? Before uploading any new content, proofread it. Then, turn it over to someone else for their input.

4. Write as if you were a Public Relations pro. Granted, many of us aren't PR exec's, but you should know how to market your business. Use lingo that is most appropriate for your business. While you want to provide information, your main goal is still one thing: to sell. So, write to sell.

5. Maximize your keywords. As part of search engine optimization process, you went to great lengths to select keywords and phrases that are most appropriate for your business. Be sure to use them whenever possible (without being overtly redundant) in your content.

6. Refresh, refresh, refresh. Web sites should be updated on a regular basis -- don't let them go stale. Add new products/services, update users with new information and tools, do what you can to change your content and keep users coming back for more.