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

When getting started with Goto.com you'll get better results if you choose many keywords or phrases to bid on. Minimum recommended to start is 20, but I'd recommend more for better results. When bidding on key terms try to bid enough to get your listing into one of top 3 positions. The top 3 listings are guaranteed to show up on Goto's partner sites like Direct Hit and some of other top search engines and will appear as "partner" or "sponsored" links.

Your bids and keywords can be edited at anytime with use of "Direct Traffic" center control panel. Reports are also emailed to you on a monthly basis showing all activity and current rank for each word.

Google AdWords Program: http://adwords.google.com/adwords/

Google's program is fairly new and creating a big buzz online. The way it works is you create a short classified ad and then select keywords you want to be found under. When someone does a search on a key phrase you've chosen your ad will appear on results page on right hand side of page.

Pricing for ad words is based on position in which they're shown. Google positions ads based on how many users click on it over time. Current rates are $15.00, $12.00 and $10.00 (per thousand impressions, or ads shown) for positions 1,2 and 3 and $8.00 per thousand for positions 4 through 8.

Accounts are easy to open with a credit card and Google even walks you through ad creation process. You'll get best results by choosing keywords that are very specific to your website. Stay away from common keywords that will rack up impression charges and not bring you any customers.

Ads are limited to 25 characters for title and 35 characters for 2 text lines and visible URL. After registering you are given access to site via a user name and password so you can view reports on your clickthroughs and impressions. Ad campaigns can also be easily added to, started and stopped at will.

Spending money on marketing your website is a given. If you're going to pay search engines money make sure you're spending it with a "results based" model like Goto or Google so you know you're getting best "bang" for your buck. Sure, you have to spend money, just spend it wisely.