Pay-Per-Click search engines can be your success on the Internet. Used improperly can be a quick route to become bankrupt. 

It's extremely important that you make smart decisions and use the pay-per-clicks to your advantage. One of the main reasons people lose money with this type of search engine advertising is because they don't pay close attention to how much money they're spending, and whether or not that money is actually producing a positive return on investment. 

The very first step to making a profit with pay-per-click search engines is to determine your advertising budget and calculate the worth of the visitors to your webs site. 

There are four PPC search engines worth investing your time and money in: Yahoo!, Google Adwords, Miva.com, and Kanoodle.

There are, of course, others but in my experience the amount and quality of traffic they send is hardly worth the amount of effort it takes to set up your account. Your PPC strategy and your targeted copy strategy work together hand-in-hand. Without both working in unison your conversions will suffer. The people you are after may never realize that the ad refers to something they may want. 

Address the people you seek and them only. Don’t try to appeal to everyone, know your niche and use your verbiage to precisely target them. 

With all traffic, but especially PPC search engines, it is important to remember that it isn't about the quantity of visitors, it's about the quality. 

You are literally paying for each individual visitor so you only want to attract buyers. In writing your description you want to explain as much about what you offer on your site as possible. 

Is what you are offering free? If not, say so. What are you offering? A book or a video? How will it benefit the person? Don’t use any hype or exaggeration in the benefit. 

Your PPC listings main purpose is to qualify every visitor to your site as much as possible for the obvious reason that you pay each time someone clicks on your link, so you don't want someone who isn't willing to spend money on your product visiting your site. 

The secondary purpose is to build rapport with the visitor. Don't say things that will damage your credibility. In short, you want to make sure that a visitor knows what he/she is going to find on your site before they get there. This will qualify them and build credibility with them. All too often I see the reverse approach being taken. 

I see people trying to drive massive quantities of traffic to their site via-PPC search engines. They sometimes trick the browser into clicking on their link by pretending to offer something for free or by some other deceitful means. This seems rather counterintuitive to me. 

The hope of those using this strategy is, of course, that they will be able to convert someone who is searching for free information into a paying customer. However, I find that this rarely happens and that pursuing this strategy is for the most part, a waste of money. 

Instead, use the description to build the value of your product while explaining that it is not free. For instance, you might say, "Not free information, the best information.

" This effectively drives away the visitors who are searching only for a freebie while at the same time building the value of your product before the visitor even gets to your site. Using this strategy to target your visitors does one thing for you; by driving away those that are not willing to buy, you are receiving less clicks, but the clicks that you are receiving are better qualified. 

This means that you can bid much higher as you will be paying for much more targeted browsers which means higher conversions and better R.O.I. 

Let's say your are selling a book on relationships. A PPC listing that says "Get 30 Dates This Month! Find out how you can get 30 dates this month almost without effort. Click here now find out how." This Would most likely bring in a lot of traffic, but it would not be quality traffic. 

You would bring in people out of curiosity to see what you are offering, not people looking for your product or people that are necessarily going to spend money. 

This listing may prove detrimental to your R.O.I. On top of that, the listing is full of hype. Someone would get to your site and say "This isn’t what I expected. All they're selling is a book. They can't guarantee that I will get 30 dates this month." Of course, they probably wouldn't have that exact thought process, but they probably would experience a feeling of disappointment. 

A better PPC listing would be "Book Reveals Secrets of Great Relationships This new ebook will teach you how to improve your love life. Not free information… the most powerful information. Results 100% guaranteed." This listing will not bring in as much traffic. However, the visitors you do get will be much more likely to buy. You have now told them that you are selling a book, you have told them the information is not free, and you have told them that the information is guaranteed. So, they go to your site: 

1. Knowing what your product is (book) 

2. Knowing that it is not free 

3. Knowing that it is 100% guaranteed 

4. Informed of it’s major benefit.

This cuts down on unqualified traffic and prepares qualified traffic for your sales message. Now, some may disagree with me and say that the first listing is better. 

Allow me to clarify this. The first listing will get more hits, but with PPC search engines, particularly if you have to bid high to get a decent listing, more hits is not always what you want. Reason being that untargeted traffic is most often not only worthless, in this case it’s costly. 

You will have to test to know for sure, but you'll want to definitely begin with this more conservative approach. If you have targeted your listing to what you are selling that you are getting an unsatisfactory number of hits, I would suggest that you add a little bit of mystery to your listing.

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