Compared with the ineffective crapshoot that is traditional advertising, there’s no better way to get targeted traffic than through pay-for-performance keyword advertising in search engines. If you’re not clear on what pay per click ads are, those are the sponsored links that show up when you perform a web search in Google, Yahoo and other search engines.
While more targeted than offline advertising or banner ads, it’s certainly possible to throw away a lot of cash with pay per click. The way to do that is to fail to think strategically about where you send people who click on your ads.
The goal of pay per click advertising is to get in front of searchers who are looking specifically for what you have to offer. This takes careful keyword research, strategic bidding, and compelling ad copy just to get the click.
The problem is, that’s where most people stop.