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Forget Ad Sales - Sell Search!

Any Webmaster who can generate searches will have pay-per-click search engines banging down their door to ask for a distribution relationship.

Pay-per-click search (PPC) engines are always looking for search traffic. PPC engines have thousands of satisfied advertisers demanding more search traffic, but there are only so many searchers out there. This being the case, any Webmaster who can generate searches will have pay-per-click search engines banging down their door to ask for a distribution relationship.

For you, the Webmaster, this means profits! If you're asking "how?" and "why?", read on. This article will help you fully understand why a distribution relationship with a pay-per-click search engine is often the most effective way to monetize your Website traffic.

The Search Mentality

When an Internet user decides they want to buy something online, they're either going to go directly to a site whose service they've experienced before, or they'll search for a site that sells what they want.

Users who go direct to a known site are difficult to win. It's tough to market to this user, because they're already a satisfied customer of another site, and it's difficult to target them into an action-oriented mindset.

When a user decides to search, on the other hand, it means they're goal-oriented, and that they're not familiar with a Website that will meet their needs. These are potential customers, they're ready to buy, and usually, the Webmaster who bid the highest for a results ranking on that particular search term will acquire the customer.

The Webmaster's Dilemma

As a Webmaster, you are fit with the challenge of matching your ad inventory with your users' goals. Users with the same demographic breakdown, surfing the same site at the same time, have different goals. For this reason, an ad can never be fully optimized because the end user's goal can only be known after a search or purchase has taken place. This makes it difficult for Webmasters to put relevant ads in front of each unique user.

However, the Webmaster can display a search box, or targeted search results, to enable the user to get where they want to go. This requires little second-guessing on the Webmaster's part, and reduces the chance that uses who aren't in the audience targeted by a particular ad will become annoyed by your on-site advertising.

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