Yep, you've read it right. Do not sell anything in your ad. Your main goal there is not to create a sale, but to create a lead, create a prospect who will buy from you later.

Would you prefer to generate 3-5 sales or to get 300-500 prospects ready to buy from you?

Offer free trial, free report, free ebook, free ecourse. Give away something valuable first. Create a prospect list. Establish relationships. And then *suggest* your product. Using this simple technique I achieved 10-15% conversion rate with my ecourse.

4. Make your ad easy to read.

Readers usually scan message. They are busy, they don't have time to read your ad in complete details. It is your job to make it as easy for them as possible to scan it.

Use a short paragraphs. Use short sentences. Like this.

Use simple words. Don't forget that subheadlines work great. As well as bullets. Often subheadlines and bullet list is all that people read.

5. Tell benefits.

If you offer something for free that doesn't mean that all readers will jump into your offer automatically. You have to "sell" your free stuff too.

Tell me why should I bother and subscribe to your ecourse? What's there for me? Will I improve my life? Business?

Write down complete list of benefits. Then make every benefit as powerful as you can. Use a power words. Give details.

And then put all your benefits into a bullet list. You're almost ready!

6. Create sense of urgency.

Make readers act now. Tell them that tomorrow will be too late. Cause you've got just 50 free copies. Or they will be available only till midnight.

Give them a reason to act now. Explain why there is no time to procrastinate. Create a fear of loosing, create a sense of limited availability. That always works great.

Now you know everything you need to create a killer solo ad that pulls amazing results. All you have to do is to put it into practice.

When you decide to drop a campaign though, make decision based on how much you're spending on it. Not conversion rate.

When I first start a campaign, I'll often wait until I spend at least double my advertising budget with no sales before I consider dropping it. Maybe even triple my budget if I'm emotionally attached to it. ;-)

But if I haven't made any sales by then, I'll usually stop campaign. However, you may want to wait longer if you're willing to spend more money to see if it works. I think I'm probably more of a conservative.

At any rate, I *rarely* end a campaign before I get 300 clicks. 300 is typically minimum number of clicks before I feel I can judge whether a campaign will pay off. And I will generally only end it then if I've had *zero* sales.

Sometimes, though, you'll make a quick sale and get excited. But then you see few or no sales after that. If you find that you're consistently spending more than your budget for first few sales, then get ready to end it if you don't figure out how to make it better.

I want you to realize, too, that when you bid less on your keywords, you can afford to live with a lower conversion rate. But when you bid more, your conversion rate has to be higher to provide you with profit you want.

I've only talked about *starting* a PPC campaign so far. But sometimes, you may have a PPC campaign that's paying off, and then it starts choking and gasping for air after a while.

In that case, you need to decide when to pull plug and retire it. Otherwise, it may eat up all profits you've already made.

I'll usually be more lenient in this case. Since campaign has made me money in past, I'm more likely to give it benefit of doubt and keep it running. I don't know if that's a good idea or not. But sometimes, it's just hard to say goodbye to an old friend. After all, maybe it's just a temporary downturn.

But you still have to cut it off at some point. If I find myself breaking even (or even losing money) on each sale for any length of time, then I'll start thinking about ending campaign.

In our example here, if you notice that you've been spending $45 per sale lately, then start thinking about future of this campaign. Try to figure out what's changed and see if you can fix it.

How long should you wait before you abandon it? Two weeks? A month? Ten sales? A hundred sales?

It's completely dependent on your situation. If you make 20 sales a day, then obviously worrying after only 20 sales is unwarranted. On other hand, if it takes you 4 months to make 20 sales, then maybe you shouldn't wait quite that long. Listen to your gut.

In end, be aware that PPC management is not a rigid science. You have to use a certain amount of judgment. But try not to be emotionally attached. If a little voice in back of your head is telling you that you're spending too much for too little, then listen to it.

What I've given you here are guidelines based on my own practices. I'm sure there are other people who do it differently and are also successful. But these strategies work for me. And I'm sure you can adapt them to work for you.