After setting up your account, you are given a user name and a password so you can log in and add or delete listings at will and change your bid amounts. You’ll also be notified by email if someone overbids you and your listings are bumped, meaning you’ve been kicked out of top three. If you want to keep your place you’ll need to log in and up your bid accordingly. You’ll also be notified if money in your account is running low, so you can replenish as needed.

As more and more search engines and directories turn to a 'pay for listing' model, it’s wise to take advantage of programs like Google and Ask Jeeves to make most of your advertising dollar. At least you’ll be paying for targeted exposure and a top listing (instead of just a listing).You’ll also sleep better knowing your ad is being seen by those searching for your keywords/phrases and who are definitely interested in what you’re selling... and that, my friend, is your marketing dollar well spent.

Example:

Instead of using keyword 'printer' for an ad about printers, I use exact model of printer e.g. 'Lexmark Z11' or less focused 'Lexmark printer'. I also put search term in title section. This simple trick produces very high click through rates.

Here are some guidelines:

1. Avoid keywords that are too general. Because ads are paid for on a CPM basis, you are likely to spend money quickly with keywords that are too vague. Avoid general keywords like 'business' or 'free'. Taylor each keyword to your offer and use relevant terms/words in both title and ad body.

2. Give Google users a compelling reason to click on your ad link. The easiest way to do this is to provide something of value for free.

3. Use a different ad for each keyword or search term. This increases relevance and likelihood that Google users will click on it.

4. Test and monitor your ads. Refine and fine-tune your ad to maximise click throughs. With Google you can do this in real time!

Google's Adwords has become very popular and Google have had to increase number of ad displays per keyword search from 3 to 8. You can open an account and test this service by going to:

http://adwords.google.com