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Advertising Is the First Step Marketing Is The Finish Line.

Author: SharonGantt
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Word Count: 619
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Once you've finally made the decision to begin a pay per click advertising campaign or any advertising campaign for that matter, what's next?

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.

Your visitors are coming to your web site because they're looking for something. You even have some idea of what they're looking for; it's related to the search term and Pay Per Click ad you bought. However, just because they're searching for something doesn't mean that they're going to instantly decide that your offering is the best one available. They're going to hit that back button, check the search results against other companies, and try to find the offer that's best for them.

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 flim 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."

It's the pay-per-click advertising that will get them to your web site, but it's the marketing that gets them into your sales funnel. If the only choice you give them on your website is buy or leave, they're usually going to just leave. Since the odds are you're not going to sell them on the first visit, you should play your cards right so you can stay in touch. Get creative and offer your prospects a third alternative.

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.

About the Author

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