Why Just Advertising Isn't Enough.

Now, that title probably makes you think that we're going to talk about personals ads. In a way, we are. The step that comes after buying a pay-per-click ad, like Google Adwords and the like is figuring out what to do with your traffic once you've got it coming in. After all, it's costing you money, you might as well try to convert that into cash flow.

Advertising is tactical. You figure out how to get people to your web site. Marketing is strategic. You define and decide what to do with them once they get there. Your search engine managed pay per click campaign, if chosen well, should do a good job of bringing the visitors to your site; that's what they're for and those companies aggregate billions of dollars in gross proceeds from it.

Now that you're finally going to get traffic to your website, what are you going to do with it? If you're running a pay-per-click campaign properly, traffic will come. If you chose a Google Qualified and Yahoo Ambassador to manage your PPC campaign you should feel pretty confident that your campaign will be professionally handled. Outsourcing to a search engine qualified company will save you time and money. If it's traffic you want it's imperative you hire a company that knows how to get it. Remember, a well-run PPC campaign is vital to your business and usually is the difference between online success or failure.

A lot of people new to Pay Per Click ads have this expectation that someone will click on the link, see the picture of the product, whip out the credit card and buy on the spot. A little bit of soul searching and/or common sense will show why that expectation is a recipe for disaster: How many times have you done exactly that behavior?

Like someone hitting the personals, they're looking for more than just a package, they're looking for a relationship. In fact, if you were going to write the personals ad of what your typical web searcher for wants, it'd probably read something like this:

Will your prospects have questions that need answering before they can complete a purchase. What are they? Do you know? How will you find out? Shouldn't you answer these questions before you ask for the money?

What questions will be high in the minds of your visitors when they're hitting your site? What questions do they need to have answered in order to make a properly informed decision? What are the answers they need, and how can you present them? (Here's a bit of truth in marketing, and in sales - you need to answer those questions before you ask for the money.)

Given that they're going to hit the back button eventually, you need to find a way to build a relationship with them. Now, the best relationship is one where they bought a product from you, are happy with the product, and come back for repeat business; ultimately, you want to migrate all your contacts on your web site to this model. Before you can get there, you need to establish trust and responsibility.

The easy way to do this is offer them a taste of the content they'll get for subscribing. You get their contact info, they get your information content (with offers for products they might be interested in), and it's a fair trade. This also establishes that you have a deep and abiding interest in the subject matter, are willing to share information on it, and are willing to be patient enough to let them make up their own minds. That shows that you respect them. Which is the foundation of any lasting, long term relationship, whether romantic, or commercial.

Sharon Gantt also known as The Queen of Adwords Copywriting created & managed 100's of ad campaigns on the major search engines. Learn how to boost your sales, get better cashflow with targeted effective online marketing. PPC The Easy Way

Title:
Why Just Advertising Isn't Enough.
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