PPC,not to be confused with PCP, is a model of advertising used on the internet and is otherwise known as Pay Per Click. You'll see these ads on blogs, within search-engines (like Google or Yahoo) and in advertising networks. Simply put, whenever you have an ad on your site and somebody clicks on it, you will get paid a small fee, usually a few pennies. Of course YOU must never click on your own ads, otherwise you'll be banned from using that particular system forever as it's considered to be embezzling.

While most people have heard of Google Adsense (Adwords being the other side of the coin where the advertiser pays per click to have his ad on other peoples websites), very few people realize that there are many other companies who offer this service, or something very similar.

These types of company are becoming very prolific, mostly in response to two things:

1. The increased popularity of the internet and the numbers of people coming online

2. The increased costs of traditional advertising, where you never know what result you may get for your advertising budget.

The company in question offering this service will place your ads onto other people's websites that have joined and offered their site for this use. If done properly, your ad will only appear on websites that have relevant content to your ad. It's very like placing an ad in a newspaper or magazine, the difference being that you only have to pay IF somebody clicks on your ad.

If they don't click, you don't pay.

When using Pay Per Click advertising, your ads need to be as near perfect as possible. How do you do this? Well, there's no scientific formula for doing this, but here are some ideas. Look at several other (dozens of other) people's ads and decide which ones make YOU want to click on them. Write yours in a similar way to these. Write using words that make people afraid of missing out on something ("everybody is doing this!"). Make sure that punctuation helps to make your words make sense.

Once written, leave the ad and don't look at it again until the day after. See if it STILL looks good and makes you want to click it.

DON'T MAKE SPELLING ERRORS! There's no need for ANY spelling errors with so few words and all the spell-checking software and dictionary.com online.

Also, make your hyperlink easy to read: don't write www.lukehawthorne.com, rather write www.LukeHawthorne.com, capitalizing each word or name.

Ensure that you get the readers attention. You are competing against other ads offering similar products. That the whole idea of Adwords advertising; only ads that are RELEVANT to the search will be shown on the result-page.

The ad is there for no other reason than to MAKE THEM CLICK it. It isn't meant to sell them anything so don't try. You just want them to click it, so make them CURIOUS about what they might see IF they click.

Place the keywords you've chosen in your headline, then again in the second line, but if you have to choose, keep them in the headline and don't worry about the second line.

The last line of your ad is also very important of course, and you should try and think like this "if I could only write ONE line, how could I make that one line get them to click?"……….then write each line with this same thought in mind. Let the reader know that clicking YOUR link rather than the others on the page is really the only choice to make. Let them know what the BENEFITS are if they DO click on your ad. So, rather than say "Golf Clubs for sale", say "85 off Golf Clubs" and you don't offer anything of the kind, you'll just end up paying for thousands of clicks and have no sales to pay for them!

SPLIT-TEST your ads! Make sure that you try different ads pointing to the same website and MONITOR which ads get you the most clicks. When you split-test, make sure that you ONLY change ONE thing in each ad. If you don't do this, you won't know what is making the difference in the click-through rate.

PPC campaigns take time to get right, but once you DO get them right, they will pay you back for a very long time to come!