You have several options to pursue when buying online contextual media:

• Pay per click - Pay only for the click.
• Pay per call - Pay on a per call basis.
• Paid inclusion - Pay to be included, not necessarily ranked, but included.
• Cost per view - Pay for an "impression" or view. A fancy term for CPM-based advertising.

For any campaign, integrated or stand-alone, your objective is to drive direct response eyeballs to a page that matters. To a page that "converts" the user. In order to do this, your entire campaign needs to start with a profile of each customer . How does your potential customer think? How do they search? What motivates them at the time of purchase?

From there, pull potential keywords into keyword segments. Refine ad text, then test and revise your ad text to match both the keyword or phrase and landing page. Keyword and ad text and landing page must all be synchronized to deliver results.

To track results, use software designed to give you conversion data, funnel data, and on page metrics.

For more information, or to send an RFP for paid search work that you or your agency needs to have done, or if you simply need an hour or two to discuss your problem, email us. Or bookmark this Site and check back frequently for the latest search marketing information, written in a concise, no-nonsense way.