by Sharon Gantt

Now, that title probably makes you think that we're going to talk about personals ads. In a way, we are. The step that comes after buying a pay-per-click ad, like Google Adwords and the like is figuring out what to do with your traffic once you've got it coming in. After all, it's costing you money, you might as well try to convert that into cash flow.

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.

Now that you're finally going to get traffic to your website, what are you going to do with it? If you're running a pay-per-click campaign properly, traffic will come. If you chose a Google Qualified and Yahoo Ambassador to manage your PPC campaign you should feel pretty confident that your campaign will be professionally handled. Outsourcing to a search engine qualified company will save you time and money. If it's traffic you want it's imperative you hire a company that knows how to get it. Remember, a well-run PPC campaign is vital to your business and usually is the difference between online success or failure.

Just like you would, and, going back to our personals ads analogy, just like someone browsing personals ads.

Like someone hitting the personals, they're looking for more than just a package, they're looking for a relationship. In fact, if you were going to write the personals ad of what your typical web searcher for wants, it'd probably read something like this:

"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 way to do this is to offer some part of the content they'd be buying for free - a teaser offer. Even better is to offer them a series of teaser information, in return for their contact information a valid email address. This is opt-in marketing, and will help you get targeted messages to potential buyers fast; the software you use to make this work is an auto-responder, which puts out a pre-written email message out in response to a form or link.

About the Author:

Sharon Gantt AKA The Queen of Adwords Copywriting created & managed hundreds of ad campaigns on the major search engines. Discover how to boost your sales, get better cashflow with targeted effective online marketing. PPC The Easy Way You can get a unique content version of this article. Ebook publisher.