Clicks don’t pay the rent on your office, the salaries of your employees, or any other business expenses. Plain and simple: clicks ain’t sh*t.

Customers – real, live, paying customers drive your business. So stop paying per click online and start paying per customer by running an OPTIMIZED search engine marketing campaign. Make every click = a customer.

• Pay Less for Each Click
  • Write copy in your ad and on your landing page that results in a better Quality Score, which in turn decreases the cost of running your ads.
  • Use ad copy to qualify your customer, reducing inappropriate clicks
  • Use negative keywords to prevent clicks that WON’T convert
• Split Test Everything
  • Don’t just track which ad headlines produce a better click-through-rate. Track which headlines produce more leads or customers for your business.
  • Enhance your conversions by split testing landing pages. Split test the following elements within your LPs:
    • Design – where are you placing your conversion links, does a 2 column or 3 column layout yield better results, what header size should you use, what creative elements should be used?
    • Content – how much verbiage should be included? How hard should you sell?
    • Acquisition Method – does providing the client with a form, an email address, a phone number, or a combination of the above create better result.
• Even if they don’t buy, get their info and keep marketing to them

Over the course of the next several weeks, I’ll be covering the details on how to make progress toward achieving each of these goals in your PPC campaigns, so you can start paying per customer, not per click.