A great manager can do a lot for a business, but the customer is always right.

Many business owners manifest this attitude in other areas of their business, but delegate the entire responsibility for a customers experience of the company Web site to a pay per click management firm. Pay per click management can have limited impact if the destination site is no good. Theres no use bringing people to a site if theres not much there.

First Click Not Enough
The potential customer searches for something on the Internet. Meanwhile, the pay per click optimization firm ensures that something finds that potential customer. The customer then clicks on the link, and heads to the company Web site. Like clockwork.

But customer acquisition does not necessarily occur when the first click happens. Pay per click management billing, however, does occur when the first click happens. One click, then, isnt enough.

For example, lets take an office of three experienced CPAs who are seeking to obtain clients needing help with audit representation before the Internal Revenue Service. These CPAs hire a pay per click management firm to turn the Internet into a client acquisition channel.

The pay per click management firm does a great job. Potential customers are clicking through to the site in droves. Problem is, they click away far before buying--because all they see on the company Web site is a picture of three CPAs and a phone number and an invitation to call.

The potential customer clicks back to the search results and goes to another site.

Why do they leave? Well, put it another way: Why would they stay?

Pay Per Click Optimization + Compelling Content = More Than One Click
To follow the above example, envision a different scenario.

When they arrive at the company Web site, imagine that potential customer seeing articles, testimonials, and a blog. See that potential customer becoming impressed with the knowledge of these three experienced CPAs. See that potential customer learning.

See that potential customer clicking numerous times around the company Web site, reading and exploring, and then picking up the phone to call. Ready to buy.

Thats the power of effective pay per click management coupled with a destination Web site filled with compelling content.

Many customers are not ready to buy right away. They want information. They want education. They may even want entertainment.

Then they want to buy.

Pay Per Click Optimization Firms Do That, Too
Some pay per click optimization firms, having realized the importance of content, offer editorial services designed to reward users for visiting the site. Or a pay per click management provider may partner with another company to create compelling content.

This can mean writing articles, creating blogs or videos, or showcasing RSS feeds from other Web sites. Or it can mean helping to select good keywords or writing ad copy. Regardless of how its implemented, the idea is to cause more than one click.

The click that brought the potential customer to the site should never be the last click they make. Its not easy, these days, to even get that first click. Wasting it is a business tragedy.

Sources
Search Marketing Standard