NTEN Webinar Roundup: Stepping Up Your E-mail Marketing, Part 2

She said that with search, you pay for clicks, so the goal is to get something out of it. Make the ad language as clear as possible, and set up the expectation of what you're asking the prospect to do. Make sure the language on your ad is carried through to your landing page so there's no disconnect there. Your landing page should be clean, with no navigation, and a clear call to action so prospects don't have any option but to do what it is that you want them to do.