If you really want to waste your advertising dollars, write enticing Pay-Per-Click ad copy that incites your viewer’s curiosity and compels them to click through, whether they want to buy your product or not.

In most forms of advertising, the highly successful ads first grab the viewer’s or reader’s attention, however they can. Consider the old auto parts ads with the pin-up models. They worked. The advertising funnel begins with general readership, is selected by gaining the attention of some, and then further refined to those interested in the product being offered. This strategy also works on the internet, but only so long as the advertising is paid for on a CPM – cost-per-thousand-impressions – basis. If you pay for impressions, you want to grab attention first, and then sell your product.

Pay-Per-Click (PPC) is a game-changer. If you use the old strategy of attracting attention first, and then selling your product, you end up paying for the clicks of the voyeurs, those viewers who are curious about your ad, but either don’t understand your product yet, or perhaps already know that they don’t want to buy it.

PPC ads cost nothing to the advertiser unless they are clicked, meaning that the advertiser is assured of a visit to their site, if not an actual sale every time that they end up paying for their advertising. Compare this with print or television advertising, where the advertiser has far less control over whether their ads are viewed at all, let alone generating the sort of interest represented by a website visit.

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Your PPC campaigns can also be geo-targeted. This means that you can set them to display only to people in a certain location. Using the garden supply store example again, lets say that youre located in Chicago and only want your ads to appear to people located in the city ” when users from Chicago search for flowerpots (or whatever keywords youve specified) your ads will be displayed, ensuring that your most likely customers are the only people who see your ads.

One of the biggest advantages of using PPC advertising is that you can easily monitor and track their results and fine tune your campaigns on the fly; something which is impossible to do with traditional media formats. For small business owners and internet marketers of all stripes, pay per click advertising represents the best possible return on investment for your marketing dollar. Its accountable, highly configurable and budgets can be set by the day, the week, the month; allowing you complete control over your advertising costs ” and your returns.