You can also offer a free email newsletter, and it helps in this case to sweeten the pot with some kind of giveaway for signing up, whether this be a free eBook or report, or a free item drawing monthly.

Video and Audio: I have had excellent success with numerous campaigns by putting up a video or audio clip on the pay per click landing page. Putting up either a video or audio clip that plays when the page loads (but has a button to turn it off if the person wants) has always increased response to the campaign.

Landing Page: In most cases I have seen it be more successful to have the visitor land on a customized landing page on your site, that is specifically about what the campaign is about, has a phone number and form for them to fill out, and does not contain navigational buttons. In other words, it is better NOT to let the person wander around your site, but to keep their experience more focused on what you want them to do. The only cases where I have seen it work better with a landing page that has navigation is with a product or service that is very visual in nature and the prospect will want to look at a photo gallery.

This may seem counter-intuitive and a number of clients have questioned this, so in those cases I tested it with two landing pages, one with navigation and one without. In nearly every case it has worked better without navigation.

Patience: Patience is not a particularly common characteristic of people in this culture, much less with advertisers. Everybody wants instant gratification. But it is more vital now to be patient with a pay per click campaign, than it was say a year ago. You may have to experiment with factors in your campaign such as the ones mentioned above, in order to get the campaign working.

But the patience and extra work are worth it, because you can get a viable campaign going that will really be a big plus to your business. I have several clients who had successful campaigns going with the above points in, prior to the so-called economic downturn, and those campaigns have continued plugging right along without problems. Yours can too.

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