Google wants their visitors to have the best viewing experience possible…period. That is the only thing they care about and it’s the only thing they SHOULD care about. Personally, I’m sick of marketers complaining about the “rules” that Google lays down as far as pay per click advertising. These rules are in effect for a reason, mostly because marketers just love to abuse things. Well, the free ride is over, in case you haven’t noticed. So, if you want to survive in the world of Adwords in 2009 and beyond, then you might want to make note of the few tips that I’m sharing with you today.

At the very top of the list is your prospect’s experience with your site. You want it to be the best viewing experience that they can have. That means no cheesy landing pages. When they come to your site, it should be loaded with content and information that actually helps them. Stop looking at these people like they’re just a pay check. They have REAL problems and a REAL need for a solution. If you have that solution, provide it. Give them a good reason to buy from YOU. If you don’t do this, trust me, you are dead in the water.

But making sure your prospects have a good viewing experience isn’t enough. You also have to be a smart business person. That means running your pay per click campaigns responsibly and without waste. Part of doing this is making sure that your daily budget is set and is one you can afford. So many marketers spend above their means and then they wonder why they’re going broke. Pay per click can get quite expensive for many keywords. Don’t get into a bidding war. Find long tail keywords that don’t cost as much and target those people.

Finally, learn how to write an ad. With pay per click, you only get three lines. It’s not a lot. And let me tell you, many marketers who can write a decent 2500 character email ad cannot hack pay per click because of the limitations on ads. So you have GOT to get a solid handle on how to write a compelling AdWords ad. If you don’t, you can forget about anybody clicking on them and going to YOUR site.

Pay per click can be a great way to getting people to your site. It’s targeted and it can be cost effective…if you know what you’re doing.

To YOUR Success,

Steven Wagenheim

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