Overture's pay-per-click program actually consists of four different programs: Precision Match, Local Match, Content Match and Site Match. However, for this article, I'm just going to be talking about Precision Match.

Precision Match (formerly Pay-For-Performance Search). According to Overture program allows you to:

* List your business in sponsored search results across web.

* Control your position by amount you bid on keywords.

* Set your own price-per-click.

* Pay only when a customer clicks through to your site.

Overture claims its Precision Match listings reach over 80 percent of active Internet users, with your business showing up in results of some of web's most popular sites, including Yahoo!, MSN, InfoSpace and AltaVista.

You have a choice of two sign-up options: Fast Track and Self Serve. Here are differences: Fast Track allows you sign-up online or call 866-747-7327. Self Serve allows you sign-up online only. Fast Track offers a 3 business days turnaround.

Self Serve--5 business days. Fast Track offers expert assistance with. search term selection. Self Serve doesn't. Fast Track offers expert assistance with titles & descriptions. Self Serve doesn't. Fast Track offers expert assistance with budget management. Self serve doesn't. Fast Track offers a customized proposal.

Self Serve doesn't. Fast Track allows you total control of your campaign. Yeah right!

Self Serve does as well. Don't make me laugh! Fast Track offers free account optimization.

Your company name? Your telephone number? Your offer?

Look at your own advertising. What stands out? What is in largest print? If it’s your company name or logo hold out your wrist so I can whack it with a stick.

What’s answer? THE HEADLINE!!

You see, without a good compelling headline it won’t matter much how great your copy or you offer is, because few will ever read it.

REMEMBER: The Only Job Of A Headline Is To Get The Reader To Read The First Paragraph.

It should be big, bold, dark and easy to read. But more importantly, it must force reader to read on.

"HEADLINE TEST"

How do you know you have a powerful, effective headline?

Here's a great acid test: separate headline from everything else, out of context, and treat it as a classified ad; nothing but headline and a response instruction....then ask yourself if people would respond.

So if your headline is, say, name of your company, classified ad would read:

“Acme Mortgage, No. 1 in service and reliability. For more info, call 1-800-000-0000."

Trust me, that does NOT work.

But if headline is;