Yahoo and Google PPC programs give you access to more than 38 million people who use search engines every day to find products, services or information.

Studies show that 67% of adult Americans use search engines to do online research prior to making a purchasing decision. This makes search marketing a very effective and useful Internet marketing strategy. Unlike other forms of advertising where the prospect is not looking for ads, people using search marketing are purposefully searching for your ads. Yahoo provides useful tools that permit you to research keywords that people actually search to find your website.

The first step to achieving success in using PPC is to find good keywords that your target market is likely to be searching. Both Yahoo and Google offer free keyword search tools. In Yahoo's and Google's PPC program, your ads consist of a keyword phrase, description and a URL (link to the page you want them to land on – also called the landing page). You set a maximum bid price per keyword term. Often you pay much less. You can also set a daily and monthly budget. The ranking of your keywords is determined by keyword performance. The better your keywords perform (getting clicks to your website), the less you pay per click. Both programs allow you to target your ads locally, nationally or globally. More information is available in the Tips and Articles section.

Before you invest in pay-per-click advertising, it is wise to get some training or to pay someone who specializes in PPC. If you want to do it yourself, I highly recommend Perry Marshall's "5 Days to Success with Google AdWords." This is a FREE email course. Go to www.webpuzzlemaster.com/googleadwords.html to sign up.

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