For hotels and guesthouses pay-per-click marketing should be seen as an opportunity - not a challenge. Depending on your location, clicks - which you bid for - can often be as low as 10-20 pence per click. Because you only pay for those who click, costs can be tracked and managed efficiently and within budget.

So how does pay-per-click work? You initially choose a keyword or keyword phrase such as 'hotel in yourtown'. Using Overture tool described in 'Who's Looking For Your Hotel' you can find out how many searches in previous month were carried out for that term - say 2000 for example.

What do Klingons, giant rubber bands, and monster trucks all have in common? They hold fascination of every male on planet - and they make frequent appearances on Spike TV. Spike TV, which totes itself as a network for men, is perfect example of power of knowing your audience and giving them what they want.

In one week of watching Spike TV you can expect to see poker, ultimate fighting, demolition derbies, cop shows, kung fu movies, school bus figure eight racing, pyrotechnic explosions, Klingons, customized cars, Chairman Tamori, giant rubber bands, sports superstars, Captain James T. Kirk, video game awards, Japanese trivia shows, dating competitions, MacGyver, and monster trucks. And that is only a partial list of what Spike TV offers men.

When it comes to your small or home business, knowing your audience, giving them what they want, and letting them know it's there for buying are essential steps to establishing a consistent income.

Knowing Your Audience Spike TV Way

The creators of Spike TV saw an opportunity in television industry to create a network marketed toward a huge, almost completely neglected demographic of men. By creating a product men would be interested in (did I mention MacGyver?) and packaging it to succeed, they paved way to truly become "first network for men." Follow these steps to find out who your audience is and what their habits are.