Increase your Bottom-line by Advertising for Relationships

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.

 

Next you need a well thought out marketing plan.

 

So, think for a long moment. Put yourself in the position of the person who comes to your web site by that adword click. What do they see? What's on their mind when they click the link? (You should have a good idea for this based on the search term you paid for.)

 

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?

Most likely, what happened is that you skimmed the offer, hit the back button, checked competing offers, and thought it over. Visitors to your web site are (more or less) like you. They're going to do the same thing. Now, that should put some context into the mix for you, and tells you something you should be doing. Comparison shop.

 

"Wanted, a confidant who has a deep abiding passion for, who isn't a know it all or film flam artist, who respects that my time is valuable, and wants to set up a long term relationship, with a lot of repeat visits for mutual benefit."

 

Notice what it isn't asking for? Someone to put a high pressure sell tactic on them, and try to finagle their credit card out of their wallet. And yet, so many pay per click ads lead to web sites that are nothing but "buy, buy, buy" that it's kind of scary how bad the marketing acumen is for the people who set them up.

 

To make the sale, you need to express your interest in what the customer wants, you need to establish your credibility, and you need to make it clear that they stand to benefit from giving you some of their time. Then, you need to wait, and show them the respect that says "I trust you to make a reasonable decision - go check out the other sites; you'll be back here."

 

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. This 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 hundreds of ad campaigns on the major search engines. Learn how to boost your sales, get better cash flow with targeted effective Internet marketing. PPC the Easy Way