Pay-per Click Advertising is one of the most important elements of online marketing strategies. If you have an account in Google AdWords or Yahoo Search Marketing, etc. that are diligently managed but still don’t convert, you might want to pay more attention to your landing pages. Here are some rules that must improve your ads performance when implemented:

· Choose proper landing page. Don’t send your visitors obligatory to the home page- find the page with the most relevant content to the words that user entered in the search box

· Distinct navigation. Use clear navigation system and place it in prominent screen space

· Descriptive link form. Use the link in the form that doesn’t make visitor to be lost in thoughts is it a link or not and where he will be brought to by clicking this link. Use text links and buttons rather then image links

· Third-party credibility indicators and testimonials. People no longer tent to trust web- masters and copywriters. However they will listen to what a third party or other people think about your business

· Impressive headings. Use headings on your landing page that appeal to the visitor and at the same time move him to the primary objective of this page

· Free offers. If you have this possibility implement some calls-to-action and free offers (like “free shipping” offer on your landing page)

To sum it up should say that all those rules are good but still you should figure out your own approach because no guarantees that what worked for others will necessarily work for you. So good luck!

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