80% of the traffic you generate for your sales pages will come from the search engines. But here lies a problem. Search engine optimization (or SEO) relies on the selection of the right keywords that will attract the attention of the search engine spiders. This, however, becomes difficult when you’re dealing with sales pages. Why? Because you will have to compromise the effectiveness of your sales page in favor of the required keyword density level. A balance can be achieved, but often, such a balance makes it impossible for both requirements to be reconciled. But there is an alternative. It’s called Pay Per Click (PPC.) Many search engines have PPC programs that will allow you to set a budget. Thereafter, you have to bid for particular keywords. Every time that particular keyword is searched for in the search engines, a link to your sales page will prominently appear in the results. You only have to pay the PPC program every time a user clicks on your link. No need for optimization. No need to compete with millions of websites vying for the same spot. Of course, you have to pay. But spend only what you can afford to lose. PPC advertising is a science, you see. You may spend $50 per week, with each click pegged at $0.50 per click. This will guarantee 100 visitors, more or less. If your sales page is capable of converting 10% of your visitors into sales, you can have 10 sales from the 100 visitors your $50 can generate. If your product is pegged at $50 per sale, you’d have $250 just like that. $50 investment for $250 profit. Good deal, isn’t it?

Search engines are like fuel sources for your car. But you need to add fuel adaptors for these fuel sources. These fuel adaptors come in the form of PPC programs offered by Google, Yahoo/Overture, and other systems. Google™ Adwords™, of course, should be your first choice when it comes to PPC programs because it doesn’t limit the display of your link on search engine results, but on relevant websites as well. All in all, I’d say that PPC advertising is one of the most powerful marketing tactics in existence today. Of course, you first have to accept the fact that some monetary investment is required.