Pay per click is one of the most powerful marketing tools ever. It allows you to very easily test any concept, webpage, ad, or other marketing effort and it also provides a vehicle for driving traffic to your site.

However, small business owners should be ware that it is frightfully easy to waste your money on these campaigns if you aren’t paying attention. One should be sure to stay on top of the statistics and be re evaluating constantly.

The biggest and most blatant of money wasters in the pay per click area is that of sending traffic to a webpage that doesn’t have a call to action or list building mechanism on the page. I will explain more in a moment.

You should not engage a pay per click campaign to a page that is not specifically designed to covert visitors to customers or at least capture them as prospects (list building).

I am always surfing the web and looking at various company websites. In my research to help clients find the right keywords I end up visiting tons of sites that have paid for pay per click ads (Mind you I don’t click, but copy and paste their links to my browser so as not to charge them for my visit.), most don’t have a unique selling proposition, a call to action, or a list building mechanism on them.

Most of the visitors to a site are not ready buyers, but prospects in one or another stage of the buying process. If you aren’t capturing some portion of these visitors you are wasting a very high percentage of your pay per click monies. Not only that you are forgoing lots of future business from these visitors who will eventually, long after visiting your site, make a buying decision. Because you didn’t capture them when they visited you likely won’t be there to bid for there dollars later.

In my opinion you should not let anyone convince you to spend you money on driving traffic to a page that won’t close business.