When you’re developing a new Pay Per Click campaign, make sure that you write your Web site’s landing page first, with a direct offer for the prospect. I’ve watched clients tossing money away by sending prospects either to their home page, or to a generic internal page.

Aim to make your landing page’s offer impossible to resist — it must be special.

Of course, not everyone will buy from you. Many marketers suggest that you try to grab the escaping prospect’s contact details. I’m in two minds about this one. Yes, you have their contact details and you can market to them again, BUT this means that you need to set up another campaign for your mailing list. If you know you’re not going to do this within the next two months, forget trying to get the contact information. By the time you email them, they will have forgotten all about you.

Related: Always use a landing page

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