== 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!

Most prospects won't buy first time they hear about your product or service. You can increase your total sales by 50 percent or more if you periodically follow up with them.

Your follow up procedure can be as simple as contacting previous prospects every month or two with a new offer. Or it can be more elaborate such as publishing a weekly newsletter with information and articles related to your product or service.

PROBLEM FOR INTERNET MARKETERS: Many visitors to your web site want what you offer -- but they're not ready to buy right now. You can't follow up with them if they click away from your site before you find out who they are and how to contact them.

THE SOLUTION: Post a free offer on your site for something valuable to prospects in your targeted market. Deliver it ONLY by email. This enables you to capture email address of each visitor who requests it. For example, offer a free subscription to your email newsletter if you publish one. Otherwise, offer a special report, a source list or other valuable information they cannot get anywhere else.

TIP: Try to get each prospect's first name too. Use it to personalize your follow up messages. People can't resist reading something that's personally addressed to them.

You'll never be able to convert every prospect into a customer. But you can convert more of them than you do now by implementing these 2 procedures. And... these additional sales will be very profitable because you don't have to spend more money on advertising to get them.