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The two most successful techniques to improve your online image are: search engine optimization and pay per click campaigns in advertising.

Basically it is to help customers find your website and business. A pay per click campaign is easy to start. You open an account and deposit money as a beginning balance of the search engine company that is advertising. You enter your site URL, title and description and bid on relevant keywords. A wine sales site could bid on keywords like "wine", "red wine", "wine club", etc.

When someone searches for "wine club" the details of your site appear in the form of a search result with the URL, title and description you entered. If you then click on your ad, your account is charged the amount you have bid on that keyword.

Pay per click offers a high level of assurance that your campaign is reaching the right targets. What makes them so effective is that someone who has sought his product is already qualified when they come to your site, which is selling the product or service you are looking for. Pay per click campaigns, however, are not perfect. Without constant vigilance, sometimes risk incurring advertising costs that can spiral out of control, focusing on terms that do not convert well into their products or services or lost during a bidding war.

It is important that the keywords are relevant and link to the page containing information on a single keyword. Bidding on keywords can be expensive. An alternative strategy is to bid on keyword phrases related to what anyone else is bidding. Can then be # 1 ranking, monopolizing the search traffic and only pay the minimum amount per click. Key words and phrases can include synonyms, incorrect spellings, alternative words and phrases closely related to the words / phrases, and so on.

Then, perhaps more importantly, you need a "landing page": (a) page (s) specifically designed for users from marketing campaigns to maximize conversion. Landing pages can be a series of related pages within an existing site or structure may be a microsite, which is specifically setup a campaign, usually with his leadership campaign itself - an example is the Norwich Union (slightly annoying?) Www.quotemehappy. com

There are different types of landing pages that work best depending on the objectives of the campaign - a landing page integrated into the structure of the site or a landing page specifically created for the campaign.

Pages does not work so well integrated in terms of conversion. As landing pages tend to produce higher conversion rates, but requires more effort and maintenance. So you need to find out if the cost of producing this type of page is offset by the conversion rates potentially higher and better results of the campaign.

Some simple guidelines for effective PPC ads are maintained and relevant landing pages, provide sufficient detail for a decision; capture the public imagination and your data as soon as possible, forget the length of the guru page, graphics and menu type arguments and find out what works, as in all direct marketing test, test, test.