At Joel Christopher's recent Master List Builders' Workshop in San Antonio, Texas, Marlon Sanders told audience that I was "The King Of Pay Per Clicks." He explained that there was no investment he could think of that gave a faster or better return on your investment than pay-per-click search engines. After all, I had done campaigns where I earned $7 for every $1 invested.Marlon, was just teaching crowd that on-line success doesn't have to be cosmic. Often, things you need to do are staring you right in face. The reaction from crowd, and conversations with people afterward, showed me that many people do need to develop a strategy for using this powerful tool in their marketing mix. So in this article let's look at how to effectively use pay per click search engines to drive massive amounts of highly targeted traffic to your website.
The real secret to using pay-per-click search engines effectively is driving *right* traffic to your site. Since you are paying for these visitors, you want visitors who really want whatever it is that you are selling. You don't want to attract browsers. You want people who will arrive at your site and take action your site is structured to generate. You also want to do this as inexpensively as practical.
The most important thing that you do in using pay-per-click search engines is write your listing correctly. This is what determines whether you get back many times your investment, or whether you just end up with disappointments and even trouble-makers.
I teach that you should write a pay-per-click listing as if it were a singles ad. A singles ad tells what desirable traits are in person you are looking for. They tell what this ideal person should like to do, and equally as important, what this person should not be like. For example, should person love kids, or be a non-smoker, or enjoy outdoors?
Your pay-per-click listing should convey same information. Your title should grab attention of who you are looking for. Then body of listing should continue describing your ideal prospect, by spelling out benefits, while at same time, disqualifying prospects you don't want.
Yes, there are prospect that you don't want. Remember, you are paying for people to click through to your site. You only want to pay for people that will give you a good return on investment. You only want to pay for people who will allow you to accomplish your ultimate objective. That objective could be to build a list. That objective could be to get someone to get involved in a cause. That objective for many of us is to get people to purchase our products. To only attract people likely to take that action, your listing needs to be worded properly.