When it comes to marketing your website, it is important to understand what type of visitor you want to attract. You may think that you need to get as much traffic to your site as possible, but unless you sell advertising space, then often quality should be focused on over quantity. This is especially true when it comes to traffic generated through Pay per Click where you are paying for your visitors. When using pay per click it is vital that you only attract visitors that are looking for the products or services you sell and the best way to do this is to ensure that your campaigns are specific and relevant. Making sure you only target relevant keywords, using the correct match type and targeting the locations you serve will allow you to get the best results and allow your budget to go further.
You need to consider who your target audience are and then adapt your website to appeal to them. For example, if you are advertising bouncy castles for birthday parties then you may want to make the site look bright and colourful. If you are advertising health products then you may go for a more natural and clean look to the site.