Well, are you? Most people don’t know that they are leaving something on the table or they wouldn’t. I mean either you are not greedy at all or you don’t have the same logic most people do. If you know your advertising campaigns are not as effective as they should be, you  test and optimize. If you feel you don’t have enough exposure in a market, you try new channels, do PR, and so on. When there is a problem, you try to find a solution for it.

When it comes to paid advertising, many folks waste their traffic without knowing it. If you send traffic to a page that does not ask for your visitor’s information or gives them a way to come back to your site for more, you are wasting your traffic. When folks come to your site, either they are ready to make a purchase, or they are just shopping around. Maybe, they are just curious about your product and are non-buyers. It doesn’t matter what their mindset is at that point. You should always have a back up plan (a flow-chart scenario tree if you will). If they end up buying from you, you will get their contact information to sell more to them in the future. If they don’t buy from you, you should provide folks with enough incentive to sign up for your newsletter or subscribe to your RSS feed.

You may say, “nobody is going to sign up for my newsletter.” That can’t be further from the truth. If you provide the right incentive, people will sign up. Signing up people is not really that hard but retaining them is. That’s why you want to have a clear plan about what you will communicate with your leads about. Most folks have a set of autoresponder messages at had that will go out every 2 or 3 days. They don’t even have to break a sweat to keep their leads. Others try to do it day by day, which is really inefficient.

Planning is the differnence here. If you plan for the scenarios that I mentioned above, you can make sure you have everything ready to go once you start giving your money away to Google. Even if you are paying $0.01 per clickto Google, you should still try to turn those clicks to leads. The more effective you are in that department, the more money you are going to make through your PPC efforts. It’s no rocket science.