By: Elaine Currie | Source: site-reference.com

PPC (Pay Per Click) advertising is something of a minefield for most first time website owners. Unfortunately, there are no 100% reliable mine detectors available and no safe shortcuts. New website owners have no option but to accept the risks involved and hope that they can find their way through without exploding their advertising budget.

The way PPC works is simple, you open an account with a search engine, place an advertisement for your website with a list of words you wish to trigger the showing of your ad (these are your "keywords"), state how much you are willing to pay for each visitor who clicks through to your website (your "bids"), set a daily maximum budget figure and sit back while the PPC search engine delivers visitors ("traffic") to your website.

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By: Joost | Source: joostdevalk.nl

Have you been using the link data Google now provides through Webmaster Tools? Do you wish Google provided even more information? I know I do. Well Google hasn’t made any changes to the tool, but thanks to Joost de Valk you can now pull a little more data from all those links Google is reporting.

Google Webmaster Tools shows the incoming links for your website, but you might want to know the PR of the pages linking to you and the anchor text used on the link. This Greasemonkey script does just that, by determining PR for the link through an XML HTTP request and adding it in front of the link.

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By: Heather Hopkins | Source: weblogs.hitwise.com

"In answer to the question in the title of this post - ‘what is the optimal balance’ - it depends. It depends most on what works for you. Test, monitor and adapt constantly and continue with the tactics that yield a positive return on investment."

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