...ow look on the search enginesfor your keywords and your site doesn't show up? What do you do?Your best bet is to advertise. You could advertise ontelevision, on the radio, and in news papers but that could bebeyond your budget and it might not be cost effective. Analternative could be Pay Per Click Advertising.How to Use Pay Per Click AdvertisingYou must follow the guidelines for each of the PPC searchengines to format your ads correctly. That is not difficult todo but it doe...

...s limit how many words and what kind of words youmay use. It requires you to make your ad well written with shortheadlines and limited ad content.Here are recommendations for making good PPC ads:Use relevant keywords in your title. You only get a second ortwo to catch the searchers attention. Write your ad specifically for the target audience. They are thepeople you want to click through and take some kind of action.You do not want people clicking your ad that have no interest inwhat you are "selling", because they will just cost you moneywith no hope of return on your investment.Point the ad to a specific page on your site where theinformation is relevant to the searcher. Otherwise they will hitthe back key and move on to another site. Many PPC advertisersjust send their viewers to their home page and wonder why theyget poor results. You want the page they land on to get them totake some kind of action. That may be to buy something, sign upfor your newsletter, or make a yes or no decision.Do not use all capitalizations or use exclamation points in yourtitle. The search engines specifically state not to do this.They use human editors and your ad can be rejected.Try to get somewhere in the top five positions so your ad willshow up on the first page of the buyers' search. Often timesthere is a great difference in the cost between the firstposition and the second position and between the second positionand third position.After you have gained experience with PPC ads, startexperimenting with changes to your ads and test them to see ifyou can get a better return. The big PPC adsvertisers split testtheir ads by rotating them to see if small changes in thewording affect the click throughs.Where to advertiseThe two top places to advertise are Google Adwords and Yahoo'sOverture. MSN appears to be gearing up for a PPC system similarto Google and Yahoo. Right now they get their ads from Yahoo. The Dark Side of PPCThere is, unfortunately, a problem going on with the Pay PerClick search engines. It is called PPC fraud. PPC fraud canbreak your bank account.PPC fraud is when someone or some group decides to click on yourad multiple times with no intention except to cost you money.These can be in the hundreds or thousands of clicks. Theytypically use click bots that mimic human click throughs fromvarious IP Addresses making it hard for the search engines torecognize what is happening.Who would do this? It could be a competitor trying to bankruptyou. It could be an individual or groups trying to make moneyfrom systems similar to Google Adsense. It could be internetvandals just doing it for kicks.It doesn't matter who is doing it. It matters that you can findyourself in a heap of financial trouble.What you should do is monitor your ads. You should do thatanyway to determine how your campaign is going i.e. are yougetting the return on investment you need, and you should do itfor ad testing. If you sense that click fraud is happening,immediately suspend your campaign and contact your PPC engineand let them know about it. You may be able to get your PPCengine to refund the fraudulent amounts.Google has stated in their annual report that they may have torefund PPC fraud and they don't know how much it will cost them.This is not meant to scare you away from using PPC. It is meantto make you aware that it is happening so that you can approachit prudently.ConclusionPay Per Click when done right can be an effective and low costmeans to draw live paying customers to your web pages and be astrong tool in your arsenal for making money on the internet.