Google AdWords is a pay-per-click (PPC) direct response marketing tactic, meaning that you pay every time someone clicks on your ad, regardless of what they do once they get to your site. They could stay on your page for less then a second or they could spend a million dollars there. Regardless, you pay Google the same amount of money.

Therefore, you want the after-the-click experience to be as positive as possible if you want to convert the lead to a sale. That may sound obvious, but I now manage a number of AdWords campaigns for my company and getting management to understand that just sending people to our homepage isn’t a very smart idea.

Before I started placing ads I did a ton of research and I can tell you, many Google advertisers create a terribly frustrating and annoying experience for users once they reach their site. And by doing this, they are wasting their time (mine, as well) and money. In order not to provide users with a miserable after-the-click experience, follow these simple tips:

1) Take the time to look at others who are buying the same keywords you are
buying. Don