=== Do you sell an affiliate product? Post a personal testimonial on your website. Create a sales page specifically about that one product. Tell reader how product has helped you and why you like it. Be specific. Detailed testimonials are far more convincing than a bland, "It's great!". HOW is it 'great'?

=== Use testimonials about your own product on your website and in your promotional material. Create a few different sales pages and test which one gives best response. Is it page where you group your testimonials together for 'high impact'? Or is it page where testimonials are placed strategically throughout sales letter?

It almost goes without saying that you should always use real testimonials - they have that 'ring of truth', a sincerity that shines through. Make sure all your testimonials are verifiable by posting an email address, phone number, or other contact information alongside them. And, of course, ask permission to use them within your sales material. If you would like a template to help you write a request for permission, try Instant Sales Letter package at http://buildyourhomebiz.com/instant.html .

It may take some work initially ... but it's well worth it. Your 'file' of testimonials is a wonderful way to showcase your product, establish credibility, and improve sales.

== Don't obsess about being #1. If you can afford to be on first page, that's great ... but remember that you only pay for clicks - even if you're on page 10 and you only get a few clicks each month.

== Track everything. Different PPC SEs will give you different 'quality' clicks. Use a commercial ad tracking program so that you know exactly what works.

== Choose multi-word search terms. For example, instead of 'jewelry', choose 'handcrafted jewelry'. Single word search terms are hyper-competitive. Translation: they cost too much.

== Send visitors directly to a sales page. Instead of listing your home page, where you may offer dozens of choices, list a specific page on your site that is designed to get visitor to do one thing - whether that's buy something, download a free trial, or subscribe to your newsletter. You're paying for clicks, after all, and you don't want to 'waste' them on a page that doesn't convert visitors into customers.

== Bid only on relevant search terms. This almost goes without saying ... you're paying for clicks, so make sure you're paying for QUALITY clicks.

There are also loads of tools freely available online to help you maximize effectiveness of your PPC SE campaign. One good place to start for more information is http://www.payperclicksearchengines.com/ .

Yes, PPC SEs cost money. But if you could consistently make a profit on your investment, wouldn't you? Remember that it's not how much it COSTS that matters ... it's how much PROFIT you earn in return. Happy bidding!