Clicks Aren't Everything

As important as the click-throughs to your site is the nature and quality of those clicks.  This is why search term selection is so vital in pay per click.  The more specific the keyword phrase that was searched for the better qualified the visitor is likely to be.  There is an "old" rule of thumb with pay per click that one and two word terms attract browsers (the human kind). Three and four word phrases attract buyers. 

As important as the search term used to find your site is what the visitor first sees when he or she gets there.  Where do they land?  It is best if the search term is plainly evident on this initial page.  It doesn't have to be your home page.  It can be the page that describes a product being search for.  It can be a page that describes that particular service.  Since visitors can click away from your site as quickly as they clicked it get there you want to get them interested and involved as quickly as possible. 

When someone is sorting through their mail it is said that it takes less than half a second for them to decide if a particular piece of mail goes on their desk or table - or into the trash.  Clicking a mouse button takes even less time than this.  This means your landing page has to grab their attention immediately.  One way of doing this is to create specific content pages for each of your major search terms.  This added content will make your site more "sticky".  That is to say the visitor will be more likely to "stick" to your site thus increasing your chances of them contacting you, book marking your site and recommending it to friends. 

Pay per click is still the best way of advertising your site on the Internet.  It just has to be done better and smarter than your competitors.