People see those little 'Ads by Google' titbits and they mouse click like crazy. Or at least that's the idea. But have you ever thought about where those web ads are coming from? Well, have you ever heard of AdWords, the Pay-Per-Click program for people who want to advertise their products on Google?
It provides pay-per-click advertisement to merchants who shell out anywhere from a minimum 05-.05 per mouse click all the way up to a maximum of $100 per click.
Anyway, the advertiser joins the AdWords program and gets a control board similar to the one that we AdSense users get. They can write their ads, choose their keywords, and establish an advertising budget. They get tools to track performance as well as to help them choose keywords. There are no every month minimum spends required and they can turn their ads on and off at will.
If an advertiser is pleased with their ad, it gets discharged to the WWW and shows up on web sites like yours and mine. That's if the keywords on your website match the keywords that are required for the new ad, of course.
Personally, I'm not sure that I have the grit to put in a great deal of money into hoping that people who mouse click on my advertisement will actually buy something, since I still have to pay Google whether I make a sale or not. But, as a dedicated AdSense user, I'm sure glad that my AdWords brothers and sisters have more heart than I do.
Google doesn't merely push the people with the best paying ads to the top of the SERP (Search Engine Results Page). They use a original methodological analysis that takes into consideration not only the maximum CPC (cost per click), but also includes a hidden formula for determining an ad's arrangement founded upon the number of clicks the advertisement receives. So, at least in theory, an advertisement paying .05 per mouse click could raise above one paying $5.00 per mouse click if it's more popular with Google's audience.
I say 'in theory' because if the proprietor of the $5 advertisement is paying attention then he or she will see that they are being beaten by a lower paying advertisement, they'll most likely do some serious rewriting to get back up to the top where they belong.
But before they become clients or buyers, you can't let them sink into that chair. Your website focuses on one question: Are you the right person to solve their biggest challenge? Here are the most common ways to let your visitors get too comfortable before they've decided to buy.
(1) Turning your website into your cozy home on the Internet. Your *real* home has pictures on the wall and possibly objects, souvenirs and knickknacks that display your personality to guests. But your website doesn't express your personality the way your home does.
Your website expresses the needs and desires of your prospective clients. So you can remove pictures of sunsets and quotes from your favorite poets. These components direct attention to you - not your visitors.
(2) Rolling out the welcome mat. Just about every home has a welcome mat. But website visitors know they're welcome. They want to know, "Am I in the right place to solve my problem?" The top of your site should feature a strong headline that helps visitors decide they're in the right place.
(3) Trying to create a "memorable" site. At home you can enjoy a memorable visit with friends and relatives. But website visitors have short memories. Most visitors surf around from site to site. They rarely remember what they typed into the search engine, five minutes after they started.
Instead of "memorable," think, "irresistible." Design a giveaway that motivates visitors to say "yes" to your opt-in subscriber link. Then you are no longer dependent on your visitors' fragile and fading memories.
(4) By-passing the benefits. Your friends come to visit because they enjoy your company. But your visitors have no idea why they should stick around. Typically they are seeking relief from pain or a fast solution to an urgent problem. They click away from sites that focus on process and steps.
(5) Believing "brag" is a 4-letter word.
Your friends will feel you're rude if you brag about how good you are. But your website visitors want to know, "If I hire you, what benefits will I get? How will I be better off?"
You aren't claiming, "I'm great. I'm amazing." Instead, you follow the writing adage to "Show, don't tell." Visitors want to make a good investment if they buy from you. So they want to believe, "We're lucky to get you." Make it *really* easy for them to say that.
Cathy Goodwin has sinced written about articles on various topics from Debt Consolidation, Copywriting and Career Change. And now I invite you to take your first step to convert browsers to buyers by claiming your free 7 Copywriting Secrets to JumpStart Your Sales. Get instant access by visiting. Cathy Goodwin's top article generates over 22200 views. to your Favourites.