Pay Per Click advertising (PPC) is an excellent way to get visitors who are looking for something specific.

For example, you may have an ad that says,

Website Report
www.freestart.com - Get The Most From Your Website. Read Freestart's Latest Research

When you click on the ad, it takes you to their general webpage or worse it takes you to a page where you have no access.

This may seem like a no-brainer, however, would you believe that many websites don't do this right?

Instead of having a separate page for this offer, these websites in question would send the visitor to their general website where the visitor would have to search for their information. Yes, this really happens!

A separate page, you can call it a 'landing page' is where the visitor lands. You would have a different page for every ad you run. That way, it's clear what the visitor is clicking on and they get what they want. You can ask them to fill in their first name and a valid email address if they're interested in receiving more website research. Just don't make them fill out a 15 line form or require them to divulge any other information.

You don't have to worry what their wants or desires are because they have already told you. The guesswork was already taken out of the equation because the visitor clicked on your 'website report ad' that will help them get the most from their website. Really, it's that simple.

However, the information that you give has to be quality information and has to ask that the user perform a specific action.

For example, with our website report ad, we would suggest that the user contact www.freestart.com to discuss how Freestart's latest research can enable prospective customers to have a better website. This could in the form of, 'Call now and we'll evaluate your website for free; or email us today with your website URL and we'll see which areas you can improve upon to get qualified customers.'

By combining your PPC campaign with specific visitor action directed to the webpage your website visitor is looking for (your landing page), not what you want them to see (because they clicked to see the report or image or whatever you're offering).

Not only will you actually see a higher conversion rate, your website will see even more traffic. By focusing on where your ads go and offering exactly what you say you're offering, will create customers who'll be looking for more information about your products or services.

By steering your PPC ad campaign and combining it with exactly what your ad says it will deliver, will ensure your website success.