Most PPC Search Engines let you set your own limits for cost of each click-thru, as well as a monthly maximum. Start with a small list of targeted keywords and a few different ads. Then build on those that work best. Of course you can’t control what your competitors are willing to bid so choosing right keywords for your specific audience is essential.

Just because you can bid high enough for a top position doesn't mean you should. A #1 spot may be less cost- effective than lower positions due to "compulsive clickers" who start at top of links and click their way down.

Some PPC engines share top 3 listings with their partners so you’ll gain more exposure by bidding high enough for 3rd position or better. But don’t get in a bidding war for your keywords. If they’re too competitive, do some research and modify them so you don’t pay more than necessary.

EXPERIMENT-- AND MONITOR YOUR RESULTS

Try different messages and keywords to see what works best. One advantage of PPC programs is that they track Click through rate for each ad so you can identify and remove ads that aren’t working.

You can also use unique tracking URLs for each ad to identify how many of your customers clicked through to your site from your ad. Then you can calculate which ads and keywords converted most clicks to sales.

CONCLUSION

Pay-per-Click marketing is an effective method of driving traffic to your site, but that’s really just first step. Once visitors arrive, you need persuasive copy, clear navigation and good design to lead them to take action you want.

Barry Harrison is the author of "REDiTIPS" eMarketing Newsletter and a partner in Resolve Digital, Web Strategies for the Real World.

Engaging Web design Effective Internet Marketing Essential Content Management Tools

 When hairnet industry found itself threatened by shorter hairstyles of 1920s, Bernays convinced health officials to require restaurant employees to wear hairnets. He also urged fashion setters and famous artists to write newspaper articles that proclaimed beauty of long, flowing hairstyles.

 When Proctor & Gamble found that it couldn’t get children to use Ivory Soap, Bernays organized national soap-carving contests for kids.

 When bacon industry found itself being shut out of urban American breakfast during Roaring Twenties, Bernays found doctors to proclaim that a “hearty breakfast” of bacon and eggs is more healthful than a light breakfast of coffee, fruit and toast.

The key, Bernays said, is to get a credible champion to say what you need to have said or to do what you need to have done in order to alter public’s opinion. Bernays would build an event around this champion’s words or actions, thus attracting media attention.

In this way, he would change opinions and behaviors of consumers, and thus grow overall market for his clients.

Bernays knew what many CEOs forget: It is always better to own a small share of a growing market than a large share of a shrinking market.

The Bernays Formula for employing news media to change public behavior is simple, but effective: 1.) Use PR to generate an event. 2.) Use event to generate news. 3.) Use news to change opinion or behavior.

Of course, today’s news media are far more skeptical than they were in Bernays’ day. But they are just as easily manipulated by PR Rainmaker who has creativity and moxie to put Bernays’ ideas to work.

Don’t believe it?

Study media machinations of Clinton White House.

Observe techniques of activist groups opposing everything from old-growth forestry to global trade.

Dissect news in national media and look for front groups, third-party experts and public events that are used to mold public opinion.

You can apply these same techniques today to grow your business.

The PR Rainmaker knows what Bernays knew: If you want to attract more customers or clients, focus on changing their opinions and behaviors, not on changing your product or service.

Or, as Napoleon told his generals, “Circumstance? I make circumstance.”

Copyright 2003 by W.O. Cawley Jr.