In 2001, I raised price of running an ad in Cool Cash Ezine, but at same time reduced number of classified ads to only a maximum of five ads per issue. I also took it one step further by guarantying a certain amount of click-thrus depending on which sponsor ad advertiser purchased.

<-- For example -->

Sponsor #1 - $50.00 (This ad will appear just after table of contents. Guaranteed 50 clicks)

Sponsor #2 - $35.00 (This ad will appear after editor's comments. Guaranteed 35 clicks)

Sponsor #3 - $25.00 (This ad will appear after "Business Building Articles" section. Guaranteed 25 clicks)

Sponsor #4 - $20.00 (This ad will appear after "Cool Sites" section. Guaranteed 20 clicks)

Sponsor #5 - $15.00 (This ad will appear after "Stress Relieving Humour" section close to end of ezine. Guaranteed 15 clicks)

<-- End of example -->

By guarantying results, I am telling my advertisers that I will assume some of risks of your ad and will make sure that they receive a certain amount of clicks. If they do not get desired number of clicks, I will either run their ad again in same ezine or in another ezine until they get number of guaranteed clicks.

If you notice ads in this issue of Cool Cash Ezine, you will see that all urls are redirect urls going through www.freecoolcash.com site. This is so I can track results of my customers' ads. I can also show them results and suggest next course of action that I feel will benefit them.

Advertisers want results. Give it to them and they will give you more of their business.

Pay-per-click search engines are a prime example of web sites that offer pay only for performance. You only spend money when you get results. Using search engines such as Goto.com, you could literally bring thousands of visitors to your web site for as little as a penny per click.

Maybe I have started a new trend for ezine advertising? Regardless, I do know that I am going to have to increase guaranteed number of click thru's as time passes. That is reality of Internet marketing.

Bend over backwards to help your advertisers and believe me, they will catch you if you fall. Advertising should be a full fledged partnership where both parties end up happy.

If you do not differentiate now, then you will surely be out of business in future. If you provide advertising for customers, show them results.

If you are an advertiser, tell your mama that you ain't spending another dime until you see results!

Some PPC's are tightly controlled, limiting number of sites linked to any keyword, or reserving keywords and phrases to a small number of clients. Some even have evaluators that review each site to guarantee that keywords match site content. With this class of PPC engines, when someone clicks through to your site, you know you have a serious prospect.

The cost on PPC sites is usually only a few cents per click through, and can represent best advertising money you'll ever spend. That doesn't mean you only spend money on PPC advertising. Some PPC engines allow you to earn money by referring other website owners to PPC.

You can earn a commission on every service they purchase, or you can earn a few cents for every customer who clicks through to a site you referred. If you refer a lot of sites, it's possible that your income will be more than what you're paying, and you'll be advertising for free!

The Internet has become so big that it's like standing in middle of Library of Congress trying to find a single book. Let pay-per-click put your potential customers right in front of your pages.