Quick Tip - Lowering the cost of pay per click advertisements.

Most of the pay per click engines now look at your landing page to determine the cost of your clicks. Google for one, actually uses the "quality" of the landing page to determine where your ad should appear in the pay per click ads shown. In fact, a high quality landing page may cause your ad to appear above someone else who is bidding more than you!

So what does this mean? The more useful and relevant your web site is, the cheaper your keyword charges will be. Relevancy can be increased by getting links. Links from fans, free sites, friend's sites, and others can raise your page rank or similar measures. Many observers believe that Google Adwords, Overture and Ask use the number of links to a site or landing page to help calculate the cost per click, and to weight the bids.

(Gratuitous self promotion begins here) - So for instance, purchasing a listing on Rominger Legal, or other major web sites, which includes a link to your site, will not only make your site more search engine ready, but also help build links to possibly lower your bid costs by similarly increasing the link measure of popularity by Overture and Adwords as it applies to their respective keyword programs. (promotion ends)

So in closing, make your site useful and relevant to the keywords you are purchasing. Build the number and quality of the links to your site, and you'll spend less on obtaining visitors from the pay per click engines.