Get the first click, Ensure that backlink is in the right place
Any subsequent click
Put it on the right site
Put it in the right place
Should fit the ad
Should meet visitor's expectations
Online address on all objects, Gadgets, T-shirts, Pens, etc.
Online address on all products
Online address mentioned in answering machine text
Address should be moving around, Buses, Cars, etc.
Ask the right people
Ask for free
Paying, PPI: Pay Per Impression, PPC: Pay Per Click, PPL: Pay Per Lead, PPT: Pay Per Transaction
Communication & interaction